Betfred to Upgrade Retail Offering with Sportradar
Betfred has set out plans to upgrade its UK-focused retail network through an extended and expanded agreement with Sportradar.
Under the multi-year deal, Sportradar will upgrade the retail platform technology across all Betfred retail locations. The bookmaker runs approximately 1,300 retail outlets in the UK.
Sportradar will oversee improvements to Betfred’s retail platform. In addition, the technical framework allows Betfred to integrate Sportradar’s next-generation products and services to further improve the in-shop experience.
Betfred has been working with Sportradar for more than a decade. In addition to betting technology at retail shops, the partnership covers risk control.
Betfred Aims to ‘Future-Proof’ Retail
Duncan McDonald, head of corporate and retail support at Betfred, said the agreement would further improve the experience of customers at Betfred shops.
“This agreement reaffirms our joint commitment to one another, to develop new products and features that enhance our customer offerings,” McDonald said. “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, executive vice president of managed betting services, Sportradar, 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.”
