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Timeform and PA Betting Services announce B2B partnership. European Gaming Industry News

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Timeform has announced today that PA Betting Services will become the official supplier and managing partner of Timeform’s B2B services.

The Timeform brand is synonymous with the racing industry and is recognised as a leading provider of premium horse racing content, editorial and insight. Over the past 50 years, Timeform has cemented its place at the heart of British racing, with its reputation built on accurate, best-in-class services.

Timeform’s Race Verdicts, Star Rating’s, 1-2-3 predictions and individual horse comments are a staple part of British and Irish Horse Racing. Under the terms of the partnership, PABS will be responsible for selling this valued content both in the UK and internationally.

PABS is now able to offer its clients Timeform’s enriched content alongside its own core data services. Through one single integration, customers will now be able to access PABS global horse racing and greyhound data alongside Timeform’s best in class racing content.

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.”

The two firms will exhibit together at ICE next week ahead of a full roll out in Q2. Timeform has begun the process of communicating the planned changes with customers.

Adrienn Sarkany

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