The five-year deal will also see the supplier act as Betfred’s primary in-play trading partner for tennis and basketball, for both retail and online.

In May, Betgenius was awarded the rights to collect, license, and distribute live data for the English Premier League, English Football League and Scottish Professional Football League (SPFL).

This was granted by Football DataCo, the rights holder of all competitions organised by the Premier League, Football League and SPFL.

Betfred becomes the first major UK sportsbook to sign up to Betgenius’ new scheme for football data.

Craig Reid, Group Trading Director at Betfred, said: “Providing our customers with a trusted, reliable and engaging service has been instrumental in helping Betfred grow its in-play sportsbook offering in the UK and Betgenius have helped us deliver that.

“We’re delighted to lock in some of the most important in-play content in the industry and look forward to continuing our relationship for the years to come.”

Matt Stephenson, Global Partnerships Director at Betgenius, said: “We’re thrilled to continue our decade-long partnership with Betfred.”