BetMakers has signed a new three-year agreement with PENN Entertainment for the distribution of PENN-branded racing content. The deal strengthens the already existing partnership: BetMakers complements its offering with its Host Tote totalisator platform, Betline terminals, and digital wagering services.
Under the updated agreement, BetMakers will receive more favourable commercial terms. In particular, the minimum annual payment will be reduced to US$2.5 million, along with US$200,000 allocated for marketing spend at PENN racetracks. In turn, PENN will receive a share of any revenue that exceeds the minimum guaranteed amount.
Chris McErlean, Vice President of Racing at PENN Entertainment, said: “We’re pleased to continue our relationship with BetMakers, a proven global leader in racing distribution and technology.
“Their expertise and international reach have been instrumental in expanding the footprint of our racing content. We look forward to working together to maximise the value of our racing assets and provide new opportunities for our racing stakeholders.”
Thanks to the revised terms, BetMakers expects an annual EBITDA increase of approximately AU$1.2 million (£603,000) over the duration of the contract.
BetMakers CEO, Jake Henson, added: “Penn Entertainment is a valued and important customer for BetMakers. We are delighted to continue working with them on their international content distribution to deliver returns to their horse racing stakeholders and bring their quality racing content to a wider audience.
“This amended agreement is a positive step for both parties, and we look forward to a successful and profitable partnership.”
In addition to the renewed partnership, BetMakers provided updated trading figures, noting steady growth in its digital segment. Eight customers launched on the Apollo wagering platform in Q2 of the 2026 financial year (Australia), with another eight launches planned for FY26.
The company continues its global expansion and expects the full rollout of the Monmouthbets digital tote betting platform, licensed in Oregon and designed to serve multiple other US states.
“These developments position the Company for continued revenue growth and an improving EBITDA trajectory in H2 FY26 and into FY27,” the company’s statement concluded.
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