Press Release

Commenting on the partnership, Brandon Walker, Head of Business Development at Amelco said: “As the world’s most comprehensive platform and sportsbook provider, we’re the only major supplier that can offer everything a leading brand like the Tote needs under one roof for customers.

“We see this landmark deal with the UK Tote as a true demonstration of the flexibility of our offering – seamlessly integrating our sportsbook solution into the UK Tote Group’s in-house Player Account Management system.

“Our partnerships with the world’s biggest betting brands are testament to our legacy of excellence since the early 2000s. We look forward to a long and successful partnership with the UK Tote.” 

Dave Hammond, UK Chief Commercial Officer for the UK Tote, added: “The Tote will always be racing first, but through our customer research, the majority expressed a desire for a more comprehensive experience. We listened and delivered by expanding our offerings to include all sports under our iconic brand. 

“Using best-in-class technology, with an innovative approach to product development and customer engagement, we are rejuvenating the UK Tote with our world-leading pools platform, while reaching new audiences by broadening our offering.”

Amelco has an extensive presence in the UK serving the market’s major tier-one operator brands since its first launch with William Hill in 2007.

Major partnerships with Betfair, Coral, Ladbrokes, Paddy Power and Sky Bet followed soon after.

ENDS.

For further information, please contact:

Susannah Gill
Communications and Corporate Affairs Director
UK Tote Group
susannah.gill@uktotegroup.com
+44 (0)7751 870 929

Notes to editors

About UK TOTE GROUP

The UK Tote Group is the proud owner and steward of the Tote, the UK’s leading pool betting operator. The Tote has been a core part of British horseracing since 1928 when it was established by Parliament under Winston Churchill as Chancellor of the Exchequer, to provide the public with a safe way to bet and vital funding for the sport.

The UK Tote Group is committed to fulfilling the Tote’s founding mission through revitalising the 95-year old British company to ensure it provides better value and an improved experience to customers, as well as increased funding for British horseracing. The UK Tote Group is backed by racehorse owners and breeders from around the world who believe a stronger UK and Irish host pool is an essential component in the successful future of the sport, as is the case in other successful racing jurisdictions.

The Tote is the pool partner to all 85 British and Irish racecourses, and the UK Tote Group is proud to be able to work with them and all of its media rights and bookmaker partners to bring innovations and improvements to all of its customer channels, including those within its digital business, through the Tote website (tote.co.uk/tote.ie) and the Tote App.

The UK Tote Group is a founding member of the World Tote Association and will co-chair the organisation between 2022-24. The UK Tote Group is committed to working with international partners to grow pool betting in a sustainable manner, while showcasing the benefits of the sector to stakeholders, including customers, regulators, national governments, the racing industry and society as a whole.

The Tote employs 200 people who are based in the Tote’s main office in Wigan and its satellite office in London.

For more information please visit www.uktotegroup.com and www.tote.co.uk and follow us @UKToteGroup and @ToteRacing.

About Amelco

Founded in 2006 by veterans of the global financial sector, Amelco builds bespoke trading and sportsbook solutions for the sports betting and igaming industry’s leading tier-one operators. 

With offices in London, Poland, Hungary and Illinois (USA), Amelco utilises the best technical talent available to supply some of the most advanced modular end-to-end solutions seen in the industry. 

Born out of a history of building software solutions for pricing, trading and execution platforms in the fintech sphere, Amelco is the supplier of choice for the majority of the world’s major operators.