Betway Enhances Racing Offerings with AllSported Partnership

AllSported, a leading B2B racing trading feed provider, has strengthened its partnership with global operator Betway, expanding its role in powering the brand’s horse and greyhound racing products.

This collaboration marks a significant milestone in the ongoing relationship between AllSported and Betway. Initially focusing on enhancing Betway’s South African horse racing content, followed by the integration of its greyhound product, AllSported’s advanced feed technology has proven instrumental in maximizing pricing efficiency and extending trading windows.

With this extended partnership, Betway, a prominent online betting and gaming brand owned by Super Group, will leverage AllSported’s cutting-edge solutions across its entire racing portfolio. The implementation of AllSported’s technology ensures consistent pricing efficiency and margin optimization, contributing to the success of the collaboration.

AllSported sets itself apart as a premier B2B racing trading feed provider, offering a comprehensive solution for bookmakers. Its expertise lies in delivering accurate, low-latency odds, coupled with comprehensive pre-race content and race-day data. By integrating AllSported’s solutions, operators like Betway can optimize their offerings to enhance customer engagement and deliver a superior igaming experience.

Alan Casey, CEO at AllSported, said: “Expanding our partnership with Betway across all racing products is a proud milestone for us. It is a testament to the quality of our offering and the trust we have built during the partnership to date. We love working with Betway and are looking forward to helping them grow their racing product.”

Anthony Werkman, CEO at Betway, said: “We’re very happy to expand our working agreement with AllSported that entrusts them to power both our horseracing and greyhound racing products.

“We’ve seen the benefits for us and our customers by using AllSported’s data-driven solution and we look forward to consolidating our market presence in these key betting sports.”