New American Partnership
Leading solutions provider BetMakers has signed a two-year market access and content deal with bet365, which will see fixed-odds horse racing launch in New Jersey and Colorado. As per the deal, bet365 will be licensed by BetMakers to offer fixed-odds betting on thoroughbred racing in New Jersey and will distribute BetMaker’s thoroughbred and standardbred racing content in New Jersey and Colorado.
Mutually Beneficial Deal
The deal will see Bet365 pay a market access fee to BetMakers. This fee will be an agreed-upon percentage on all fixed-odds bets placed on events in New Jersey. There will also be a content fee on all bets placed in New Jersey and Colorado.
As a result of this strategic partnership, bet365 will gain significant flexibility in New Jersey. With BetMakers' approval, it will be able to offer third-party global Thoroughbred racing content in the Garden State.
Increased Interest in Horse Racing
Both bet365 and BetMakers expressed excitement about the new partnership. Speaking on the deal, BetMakers' CEO Jake Henson said they were very excited to be launching fixed odds betting on thoroughbred racing alongside one of the US’s leading sportsbook providers.
Henson described it as a significant milestone for BetMakers, adding that it aligns perfectly with their strategy for fixed-odds thoroughbred betting in the US.
He finished by saying “The sports betting market in the US is starting to mature and the interest from operators in horse racing as a product is expected to become even stronger. The high frequency of horse racing can deliver high engagement and high-margin returns to operators.”
