Betfred has extended and expanded its long-standing strategic agreement with Sportradar (NASDAQ: SRAD), deepening a key partnership focused on strengthening the sustainability and customer experience of retail betting across the UK.
As part of the expanded agreement, Sportradar will upgrade the retail platform technology underpinning operations across Betfred’s 1,300 retail outlets nationwide, ensuring a modern, reliable and engaging betting offering on the UK high street.
The additional multi-year scope further strengthens a partnership built over more than a decade. Sportradar’s future-ready retail platform enables faster operations and more effective risk control, allowing Betfred to manage intense data loads during major sporting moments and scale in real time as bets are placed. This ensures customers can engage with their favourite sports and place wagers seamlessly, regardless of an event’s popularity.
Under the terms of the agreement, Sportradar will oversee continuous improvements to Betfred’s retail platform to ensure ongoing operational excellence and full adherence to local regulation and compliance requirements. The technical framework will also enable Betfred to integrate a wide range of Sportradar’s next-generation products and services, delivering a more contemporary in-shop betting experience.
“This agreement reaffirms our joint commitment to developing new products and features that enhance our customer offering,” said Duncan McDonald, Head of Corporate and Retail Support at Betfred. “It future-proofs our retail business and secures a strong partnership between Betfred’s in-house technology team and Sportradar for years to come.”
Paolo Personeni, EVP, Managed Betting Services at Sportradar, added: “In today’s hyper-competitive marketplace, Sportradar is well positioned to support Betfred in achieving its long-term growth objectives. With high street operations under close scrutiny, the technological capabilities powering the Sportradar Retail Platform will enable Betfred to deliver a sustainable, long-term retail offering that resonates with today’s demanding sports bettors.”
