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Betfred has expanded its partnership with NASDAQ-listed Sportradar, implementing upgraded retail platform technology across its 1,300 betting shops in the UK. The agreement builds on a relationship spanning approximately a decade between the Warrington-based bookmaker and the Switzerland-headquartered technology provider.
The platform upgrade comes as UK Gambling Commission data indicates continued pressure on retail betting volumes in late 2024, and ahead of significant online gaming tax increases scheduled for April 2025. Betfred, one of the UK’s largest high-street bookmakers, is positioning its retail operation for long-term sustainability in a challenging market environment.
Enhanced Platform Capabilities
Sportradar’s retail platform will deliver faster transaction processing and risk management across Betfred’s shop estate. The system is engineered to handle high data volumes during major sporting events and scale in real time as betting activity increases.
“This agreement re-affirms our joint commitment to one another, to develop new products and features that enhance our customer offerings,” said Duncan McDonald, Head of Corporate and Retail Support at Betfred. “It future proofs our retail business and secures our partnership with Betfred’s in-house technology team and Sportradar for years to come.”
Under the expanded agreement, Sportradar will provide ongoing platform upgrades with a focus on operational performance and compliance with UK regulatory requirements. The platform architecture will enable Betfred to integrate additional Sportradar products and services into its retail offering as needed.
Strategic Timing
The partnership extension arrives during a competitive period for Betfred, coinciding with the domestic football season and preceding the start of Super League rugby next week, a competition for which Betfred serves as primary partner. The bookmaker recently received recognition as having the ‘Best Football Product’ in the 2026 Oddschecker Endorsed honours list.
Paolo Personeni, EVP of Managed Betting Services at Sportradar, commented: “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.”
About the Companies
Sportradar, founded in 2001, creates technology solutions for sports fans and betting operators. The company serves as a trusted partner to organizations including FIFA, UEFA, NBA, and the PGA Tour.
Betfred operates 1,300 retail betting locations across the UK and maintains a significant presence in both retail and online betting markets.
Source: Betfred
