Key points:
- SIS and Betfred have entered a new multimedia collaboration
- The arrangement will see the pair work together on a number of broadcasts
- This latest deal comes as part of a wider long-standing partnership between the two
Betfred has announced a new multimedia partnership with SIS, which will see the upgrading of the operator’s production facility, alongside the broadcasting of its in-house TV channel from Media City.
Now, as per this new arrangement, Betfred Founder Fred Done is set to continue the broadcasting of his studio shows, with SIS also set to ensure the provision of its in-house studio podcast as part of the deal. Further, Betfred will now have access to SIS’s racing portfolio, alongside additional greyhound racing events from the UK and Ireland. This new deal comes as an extension to the pair’s long-standing partnership.
Additionally, this latest agreement falls closely behind the announcement that SIS had entered into a new esports betting collaboration with Novibet earlier this month.
Commenting on this newly brokered Betfred partnership, Paul Witten, Managing Director EMEA at SIS, said: “We are pleased to enhance our long-standing partnership with Betfred. This agreement guarantees that Betfred's UK retail customers will experience high-quality, engaging content in high definition from around the world.”
This sentiment was echoed by Mark Pearson, Head of Corporate Affairs and Communications at Betfred, who said: “We value our long-term partnership with SIS and this new agreement will continue to help bring our brand to life and communicate our unique offers to our customers. Our racing proposition will be even better as we become the first bookmaker on the High Street to broadcast in full HD.”
Good to know: In January 2025, Betfred’s owners were revealed to be among the top three highest UK taxpayers
For Betfred, this latest collaboration comes following an additional announcement from the North-West of England, which saw the full £50m ($63m) refurbishment of its Warrington HQ in November 2024.
More recently, however, the operator has experienced troubles in the US market as, following its official exit from Nevada last month, the company now only yields operations in the state of Pennsylvania.
