Betfred and Sportradar expand decade-long partnership with retail platform upgrade

• Betfred has expanded its multi-year agreement with Sportradar to enhance technology across 1,300 UK retail outlets.
• Sportradar will upgrade the retail platform to handle high-volume betting periods and ensure real-time scalability.
• The deal builds on a decade-long partnership focused on operational excellence and regulatory compliance.

Betfred has extended and expanded its long-term partnership with sports technology provider Sportradar to upgrade the retail platform technology supporting its 1,300 betting shops across the United Kingdom.

The multi-year agreement aims to ensure a sustainable and engaging betting offering remains available on the British high street.

Platform upgrade to support retail operations

The expanded scope of work deepens a collaboration established over the past decade between the Manchester-based bookmaker and the technology provider. Sportradar’s retail platform will enable faster operations and more effective risk control across Betfred’s nationwide shop estate.

The technology is designed to manage intense data loads during major sporting events whilst scaling in real-time as customers place wagers. This capability ensures bettors can engage with sports and place bets regardless of an event’s popularity or the volume of simultaneous transactions.

Under the terms of the agreement, Sportradar will oversee continuous improvements to Betfred’s retail platform to maintain operational excellence and ensure adherence to local regulation and compliance requirements.

The technical framework also allows Betfred to integrate multiple next-generation products and services from Sportradar’s portfolio to deliver a contemporary in-shop experience.

Duncan McDonald, Head of Corporate and Retail Support at Betfred, said:

“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,” said McDonald.

Positioning for competitive marketplace

The partnership extension comes as high street betting operations face increased scrutiny and competition from online platforms. Sportradar’s retail platform technology will support Betfred in delivering what both companies describe as a sustainable long-term retail offering designed to meet the expectations of today’s sports bettors.

Paolo Personeni, Executive Vice President of Managed Betting Services at Sportradar, said:

“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,” commented Personeni.

Sportradar, founded in 2001 and publicly listed on NASDAQ under the ticker SRAD, provides sports technology solutions to federations, media companies, consumer platforms and betting operators worldwide.

The company serves as the trusted partner of major sports organisations including the ATP, NBA, NHL, MLB, UEFA, FIFA and the Bundesliga, covering more than one million events annually across all major sports.

Implications for UK retail betting

The investment in retail technology comes as the UK gambling sector navigates increased fiscal pressure, with the government having raised Remote Gaming Duty to 40% in the 2025 Autumn Budget. However, retail taxes will stay the same, at 15%.

Betfred’s founding brothers,  Fred and Peter Done, recently became the UK’s biggest taxpayers with a £400 million contribution, demonstrating the company’s continued financial strength.

By investing in platform technology that can handle high transaction volumes and integrate new products, Betfred is positioning its retail estate to compete effectively in a market where customer expectations continue to rise.

For Sportradar, the expanded agreement with one of Britain’s largest bookmakers strengthens its position in the European retail betting market and demonstrates the scalability of its platform solutions across extensive shop networks.