The UK-based PA Media Group has going to launch a new betting brand, PA Betting Services, which will become the company’s new umbrella brand for all sports betting products and solutions.

PA Betting Services will cover all multimedia betting content and services for existing customers and the new customers in target markets such as the US and Africa.

According to PA Media Group, which operates the PA Media national news agency for the UK and Ireland, the rebrand will allow the business to diversify into new sports and multimedia solutions without hindering its existing services.

PA Betting Services already collects and distributes data for horse racing, greyhound racing and football, as well as sports editorial and esports products.

In addition, the new umbrella brand will consolidate certain specialisms within the PA Media Group, including video streaming, expert editorial across words, images, video and infographics, it added.

“The creation of this new brand identity is an important step in our strategy to provide a wider range of customers with an innovative new offering that responds to their changing needs,” PA Media Group’s managing director of racing and betting, Michael Grenham, said.

“PA Betting Services is uniquely positioned to capitalise on PA’s unparalleled expertise and international reach as the global betting market continues to evolve,” Grenham explained. “Ours is a brand that is trusted around the world – PA has been synonymous with quality and integrity for decades and those attributes will continue to guide our growth ambitions.”

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