New York-listed sports technology provider Sportradar has extended and expanded its long-standing agreement with British bookmaker Betfred.
The agreement will see Sportradar upgrade the retail platform technology underpinning the operations of Betfred’s 1,300 retail outlets across the United Kingdom.
The additional multi-year scope of work further strengthens a partnership built over the past decade and will enable the operator to handle intense data loads around big sporting moments.
The technical framework also allows Betfred to integrate Sportradar’s next generation products and services to deliver a contemporary in-shop experience.
“This agreement re-affirms our joint commitment to one another, to develop new products and features that enhance our customer offerings,” said Betfred head of corporate and retail support Duncan McDonald. “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, Sportradar executive vice president of Managed Betting Services, added: “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.”
Shares in Sportradar Group AG (NASDAQ:SRAD) closed 2.43 per cent lower at $17.68 per share in New York Wednesday.