Betfred to deliver ‘HD racing from around the world’ with SIS

Betfred and SIS (Sports Information Services) have inked a new production, distribution and content agreement.

As Betfred becomes the first to broadcast in high-definition, the long-term partnership allows for the bookmaker’s UK retail customers to access ‘top-quality content live from the iconic racing events worldwide’ in HD.

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.”

Additionally, the operator will also continue to utilise patented production technology from SIS until 2029, giving the operator additional flexibility over live broadcast schedules within its 1,400 retail stores in the UK.

The new agreement covers the distribution of live racing content across satellite and IPTV, which is delivered from an SIS portfolio of over 35,000 races annually, across more than 170 racecourses internationally.

“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,” added Richard Ames, Chief Executive at SIS.

“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.”

Last week, Betfred also expanded its technology agreement with Playtech to meet its growing customer demand for new products and services across its betting estates. 

The company is installing more Playtech Self-Service Betting Terminals (SSBTs) in its shops, building on the 50% growth in terminal numbers over the past two years.

Now, for the first time, Betfred customers will have access to horse and dog racing on these terminals.