Flutter Entertainment’s Timeform and PA Betting Services (PABS) have jointly announced a strategic B2B partnership, with plans to showcase their collaboration at the upcoming ICE event before a comprehensive rollout in Q2.
Timeform, a renowned entity within the racing sector, is celebrated for its high-quality horse racing content, editorial expertise, and insightful analysis. Having established a distinguished reputation over the last five decades, Timeform is a pivotal component of British racing, recognized for its accuracy and premier services.
The partnership designates PABS as the official supplier and managing partner for Timeform’s B2B services, extending the reach of Timeform’s Race Verdicts, Star Ratings, 1-2-3 predictions, and detailed horse commentary. This collaboration not only spans the UK market but also extends Timeform’s esteemed content on a global scale.
PABS will now enhance its offering to clients by incorporating Timeform’s acclaimed racing content with its foundational data services. This integration allows customers to access a comprehensive suite of global horse racing and greyhound data along with Timeform’s unparalleled racing insights through a singular integration.
This collaboration between Timeform and PABS represents a significant step forward in providing advanced content solutions to the igaming industry, set to be showcased at ICE this month and fully launched in the second quarter.
Sebastian Butterworth, Director at Timeform, said: “Timeform sees great opportunity in PA Betting Services’ vast distribution network, and this is what attracted us to this deal. We believe the two companies complement each other perfectly and together we are well-placed to become the number one global racing data and content brand.
“Our shared vision will ensure this collaboration continues to maintain the high levels of accuracy and integrity, synonymous with Timeform. This will be particularly important as we explore opportunities to deliver the Timeform brand to customers across the globe via PA Betting Services’ unparalleled international network.”
Eugene Delaney, Director of PA Betting Services, said: “Our aim is to provide the best in class and most comprehensive racing product to our customers. This partnership allows our customers to access premium racing content through a single integration, reducing complexity while improving their product offering.
“We see Timeform as the most credible and widely recognised brand when it comes to racing content and believe the addition of its product will be very attractive to our clients.”
