Betfred announced the expansion and extension of its strategic alliance with Sportradar (NASDAQ: SRAD), reinforcing a more than ten-year relationship focused on technological innovation for the retail betting business.

As part of the new multi-year agreement, Sportradar will upgrade the technology platform that supports the operations of Betfred's 1,300 outlets across the UK. This modernisation will make it possible to offer a more agile, secure and sustainable betting experience on the British high street.

Sportradar's state-of-the-art retail platform is designed to manage large volumes of data during high-demand sporting events, scale in real-time and optimize risk control. Thanks to this technology, Betfred will be able to ensure that bettors interact with their favorite sports and place bets without interruptions, regardless of the popularity of the event.

The agreement also contemplates continuous improvements to the platform to ensure operational excellence and compliance with local regulations. In addition, the technology architecture will enable Betfred to integrate Sportradar's next-generation products and services, elevating the in-store customer experience and adapting it to the expectations of today's bettors.

Duncan McDonald, Head of Corporate and Retail Support at Betfred, said:
"This agreement reaffirms our joint commitment to develop new products and functionalities that enhance our customers' experience. It protects the future of our retail business and consolidates the long-term collaboration between Betfred's in-house technology team and Sportradar."

Paolo Personeni, EVP of Managed Betting Services at Sportradar, said:
"In a highly competitive market, Sportradar is in a prime position to support Betfred's long-term growth objectives. Our retail platform will allow us to offer a solid, sustainable proposal aligned with the demands of today's sports bettors".