Global Betting Services (GBS), a subsidiary of Australian racing data and analytics supplier The BetMakers, has signed a two-year deal with William Hill Global (WHG) to provide a global racing solution for William Hill UK. The solution, which extends across retail, online and B2B customers in the US and UK, is expected to have a material economic impact on the company.

GBS will provide WHG with key offerings from its suite of global products and services, including among other things Tote access. This will enable William Hill to offer another wagering product to its fixed odds racing solutions both in the UK and, in particular, the US market where pari-mutual betting is legal across most states.

William Hill group trading director Terry Pattinson explained: “After a very successful six years of working with GBS under the William Hill Australia brands, William Hill group trading is committed to working more closely with The BetMakers as the company pushed towards a worldwide racing trading product.

“Implementing the BetMakers’ products will allow us to offer an unparalleled global racing product in all racing jurisdictions as we further expand outside of the UK, with racing product from Asia, Europe, Australia and importantly North America being a key driver of our expansion.”

The BetMakers CEO Todd Buckingham commented: “This is a significant milestone for The BetMakers with William Hill having such a big reach across the UK and into the US markets through its B2B customers. We look forward to working with its team to deliver a racing solution that meets its needs and we look forward to delivering innovative products to enhance its offerings and deliver maximum returns.

“Given William Hill power more than 100 sportsbooks in Nevada alone, and it has made its intention clear that the US is a major focus, we are excited about the prospect of working with WHG as it expands throughout the US.”