Betfred expands multi-year retail technology partnership with Sportradar

Betfred has extended and expanded its longstanding agreement with Sportradar. As part of the agreement, Sportradar will upgrade the retail platform technology underpinning the operations of Betfred’s 1,300 retail outlets nationwide.

The multi-year expansion strengthens a partnership built over the past decade. Sportradar’s retail platform will enable faster operations and effective risk control as part of the agreement, according to a statement.

The technology allows Betfred to handle intense data loads around big sporting moments and scale in real-time as bets are placed, ensuring bettors can engage with their sports and place a wager regardless of an event’s popularity.

Under the terms of the agreement, Sportradar will oversee continuous improvements to the Betfred retail platform to ensure ongoing operational excellence and adherence to local regulation and compliance.

Furthermore, the technical framework allows Betfred to integrate Sportradar’s "next-generation" products and services to deliver an improved in-shop experience.

Duncan McDonald, Head of Corporate and Retail Support at Betfred, said: “This agreement reaffirms 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.”

Paolo Personeni, EVP of Managed Betting Services at Sportradar, said: “In today’s hyper-competitive marketplace, Sportradar is well-positioned to help Betfred achieve its long-term growth objectives. 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.”