Sports Information Services (SIS), a leading provider of 24/7 live betting content, has signed a new long-term agreement with Betfred, ensuring a major upgrade to its racing production and broadcast capabilities across the UK.
Betfred TV Moves to HD With SIS Partnership
As part of the deal, Betfred’s in-house TV channel, based at MediaCityUK in Salford, will undergo a significant transformation, bringing all broadcasts to high-definition (HD) quality. This upgrade will deliver a superior viewing experience for punters, making Betfred the first High Street bookmaker to offer full HD racing coverage.
Betfred’s studio shows—featuring company founder Fred Done and his signature betting insights—will continue as a core part of the channel’s content. Additionally, SIS will provide a dedicated podcast studio, further enhancing Betfred’s ability to engage with its audience through multimedia content.
Expanding Racing Content for Betfred Customers
Under the agreement, Betfred will maintain access to SIS’s extensive global racing portfolio, which includes:
Over 35,000 live horse racing events from more than 170 venues worldwide.
Top-tier greyhound racing from the UK and Ireland, featuring 24,000+ annual events.
This ensures that Betfred’s retail and online customers will continue to enjoy high-quality, uninterrupted racing action, with enhanced production value.
Industry Leaders Weigh In
Mark Pearson, Head of Corporate Affairs and Communications at Betfred, emphasized the importance of the deal, "We value our long-term partnership with SIS, and this new agreement will continue to help bring our brand to life while communicating our unique offers to customers. Our racing proposition will be even better as we become the first bookmaker on the High Street to broadcast in full HD."
Paul Witten, Managing Director EMEA at SIS, highlighted the benefits of the enhanced collaboration, "We are pleased to strengthen 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."
A Major Step Forward for Retail Betting
The move to full HD racing broadcasts and expanded content offerings underscores both Betfred and SIS’s commitment to innovation in the iGaming and sports betting industry. With upgraded technology and a richer media experience, Betfred is set to deliver an unparalleled betting environment for its customers.
For more updates on iGaming news and industry developments, stay tuned to iGaming Gazette.
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