Betfred extends partnership with Sportradar to upgrade retail offering

Betfred has announced a new long-term partnership with Sportradar that will focus on improving the technology behind the bookmaker’s 1,300 betting shops in the UK.

The new multi-year deal aims to bolster Betfred’s high street operations in the future by using Sportradar’s advanced technology to handle a large proportion of its data and betting activity, especially during big sporting events.

As part of the deal, Sportradar will be responsible for continually improving Betfred’s retail platform, ensuring it runs smoothly and complies with local laws. The new system is designed to grow in real time as bets are placed, so customers can, in theory, place bets without any problems, no matter how many they want to make.

The technical framework will also enable Betfred to use a variety of Sportradar’s next-generation products, enhancing the in-store customer 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.”

Alongside growing its existing partnerships, Sportradar is also a significant player in the esports sector. This is largely achieved by forming strategic partnerships that focus on data distribution and integrity.

In March 2024, the company signed a multi-year deal with Oddin.gg, a B2B esports betting site, to stream esports content to Sportradar’s global network of betting clients.

Sportradar is also working to protect the integrity of esports in important growth markets like Brazil.

In June 2025, Brazilian company EstrelaBet and Sportradar started the country’s first dedicated esports integrity programme. The project taught esports players, coaches, and staff about the dangers of fixing matches and betting on these games.