Sportradar and Betfred’s long-standing partnership will deepen with a freshly agreed retail tech upgrade.
The expanded scope of the agreement will see Sportradar upgrade the retail platform technology underpinning Betfred’s 1,300 bricks-and-mortar outlets across UK high streets.
During high-demand sporting events, platforms can be placed under a lot of stress and need to be able to cope with vast amounts of data – these upgrades are with the intention of facilitating that.
This will be a continuous arrangement, with ongoing improvements being made to the retail platform to boost both operational efficacy and compliance.
Betfred is also set to integrate the next generation of Sportradar products and services under the renewed terms.
Pablo Personeni is the EVP of Managed Betting Services at Sportradar and has said: “With high-street operations closely watched, the technological capabilities powering the Sportradar Retail Platform will allow Betfred to deliver a sustainable and long-term retail offering that engages today’s demanding sports bettors.”
The supplier has also restated its confidence in being able to help bring about the fulfilment of Betfred’s long-term objectives.
Betfred’s Head of Corporate and Retail Support, Duncan McDonald, has also commented, saying: “This agreement re-affirms our joint commitment to one another, to develop new products and features that enhance our customer offerings. It future proofs our retail business and secures our partnership with Betfred’s in-house technology team and Sportradar for years to come.”
With the World Cup on its way in 2026, Betfred will be hoping its platforms are in an optimal state to capitalise on the increased appetite for sports betting, something this extended deal should aid.
In the US, Sportradar recently elected not to renew its partnership with the American Gaming Association
