Sportradar Renews Partnership With Betfred To Improve Retail Technology

Sportradar has renewed its partnership with Betfred to improve the operator’s retail technology. The expanded deal focuses on upgrading the performance of the platform supporting Betfred’s 1,300 betting shops across UK high streets. The collaboration adds a new chapter to the long-standing relationship between these two companies.

Platform upgrades aim to improve performance during peak events

The new agreement centres on enhancing the retail platform to better handle surges in betting volumes and data loads, particularly during major sporting events. Systems operating across large retail estates must process vast streams of live information, making reliability a key priority.

Sportradar’s upgrades are intended to support smoother operations while strengthening compliance. The arrangement will involve gradual improvements, allowing Betfred to adapt over time.

Next generation products to be integrated under new terms

Alongside the platform improvements, Betfred will integrate a new wave of Sportradar products and services into its retail offering. Pablo Personeni, EVP of Managed Betting Services at Sportradar, commented about the partnership.

“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,” Personeni said.

The supplier added that the collaboration reflects its confidence in achieving Betfred’s long-term goals.

Betfred eyes long term stability ahead of major sporting calendar

Betfred’s Head of Corporate and Retail Support, Duncan McDonald, also expressed optimism about the renewed agreement.

“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,” McDonald said.

With the 2026 World Cup approaching, the operator must ensure its retail platforms are ready for increased betting activity. This partnership will play a key role in Betfred’s preparations.