Betfred Secures New Agreement with SIS to Deliver HD Racing Content to UK Retail Customers

Betfred, a prominent retail betting and gaming operator in the UK, and Sports Information Services (SIS) have entered into a new long-term production, distribution, and content agreement. As part of the deal, Betfred becomes the first bookmaker to broadcast in high-definition.

The new partnership ensures that Betfred’s UK retail customers can now enjoy premium content from the most iconic racing events worldwide, all transmitted in HD video within the igaming and casino sectors.

Additionally, Betfred will maintain access to SIS’s patented production technology until 2029, providing the operator with enhanced flexibility over live broadcast schedules within its extensive network of 1,400 retail stores across the UK.

The agreement encompasses the distribution of live racing content via satellite and IPTV, leveraging SIS’s portfolio of over 35,000 races annually from more than 170 racecourses around the globe, further enriching the casino and igaming experience for Betfred’s customers.

Mark Stebbings, Group Chief Operating Officer at Betfred commented, “We constantly strive to deliver the best quality racing to our UK retail customers and this deal provides us and them with great racing from around the world in high definition. This new agreement means that through advanced broadcast production technology and top-quality horse racing content offered by SIS, we are able to give our customers engaging races and regular chances to place bets.”

Richard Ames, Chief Executive at SIS added, “Betfred is a highly valued long-term partner of SIS and it’s fantastic to be able to provide its customers with entertaining, high-definition content across its entire UK retail division. This agreement secures our relationship for the long-term, as we continue to provide best-in-class production technology solutions that are so valued by the industry.”