Betfred expands Sportsradar partnership in welcome boost for high-street betting

Betfred has extended and expanded its longstanding agreement with NASDAQ-listed Sportradar in a boost for high-street bookies. 

Sportradar, headquartered in Switzerland, will upgrade the retail platform technology used across the 1,300 Betfred betting shops in the UK, supporting the operation of its nationwide high-street estate.

It builds on a partnership which has lasted around a decade and comes amid data from the UK Gambling Commission (UKGC) which showed that retail betting fell again towards the back end of 2025.

Betfred’s decision to upgrade its retail platform also comes ahead of hefty tax raises in April, which although only being applied to online gaming are still expected to have a knock-on-effect on retail. The company, one of the largest retail bookies in the UK, appears to be preparing to weather the storm.

“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.” 

Sportradar said its retail platform will support faster transaction processing and risk management at the Warrington-based firm’s shops, with the system designed to manage high data volumes during major sporting events and scale in real time as bets are placed.

Under the agreement, the business will be responsible for ongoing upgrades to Betfred’s retail platform, with a focus on operational performance and compliance with local regulatory requirements. The platform will also allow Betfred to integrate additional Sportradar products and services into its in-shop offering.

The now-25-year-old company creates immersive experiences for sports fans and bettors, and is the trusted partner of organisations including FIFA, UEFA, NBA and the PGA Tour.

Paolo Personeni, EVP, Managed Betting Services, 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.”   

The partnership comes during a busy period for Betfred, coming amid the domestic football season and ahead of the start of Super League rugby, of which it is primary partner, next week. On the topic of football betting, Betfred was just this week named as having the ‘Best Football Product’ in the 2026 Oddschecker Endorsed honours list. 

Despite some clear challenges affecting retail betting in recent years, Betfred has for years been at the forefront of the market and the deal shows a clear sign of intent to improve its high-street offering.