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Betfred and Sportradar are continuing their agreement, as an extension and expansion has been agreed between the duo.
As part of the arrangement, Sportradar will upgrade the retail platform technology that underpins the operations of Betfred’s 1,300 retail outlets nationwide. The sportsbook has been a part of the UK high street since the first store was opened in 1967.
While the actual details of the deal aren’t yet known, it has been described as being an ‘additional multi-year scope of work’ which is said to further strengthen a partnership built over the past decade.
The Switzerland-based Sportradar has a retail platform that allows Betfred to handle ‘intense data loads’ around big sporting moments and scale in real-time as bets are placed, with the aim being to ensure bettors can engage with sports and place a wager regardless of an event’s popularity.
Betfred and Sportradar team-up in extended arrangement
Duncan McDonald, Head of Corporate and Retail Support, Betfred has explained: “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.”
Also as part of the agreement, Sportradar will oversee continuous improvements to the Betfred retail platform to ensure adherence to local regulation and compliance. The brand says the technical framework used will allow the UK-based company to integrate a multitude of Sportradar’s next generation products and services to deliver a contemporary in-shop experience.
Paolo Personeni, EVP, Managed Betting Services, 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.”
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