SBC News Voice of the Sports Betting Industry
Industry platform provider SBTech will continue to act as the lead betting services provider for new European multi-market brand Bethard (Bethard.com), after securing a comprehensive contact extension for a further five years.
Launched at the start of 2018, Bethard details that SBTech’s complete sportsbook provisions have played an instrumental part in the new betting incumbent achieving its year-1 growth targets and expectations.
Updating investors, Erik Skarp, Chief Executive of Bethard Group, backed SBTech as lead supplier: “Our partnership with SBTech has been a significant growth driver for the business across key markets,” he said. “I’m delighted we have agreed on a long-term extension in line with our rapid expansion into a host of new and emerging territories.
“The SBTech sportsbook is hugely powerful and provides us with great flexibility, differentiation and speed to market which mirrors our existing and new markets strategy. Our continuing relationship with SBTech means the future is very bright indeed.”
Furthermore, SBTech helped Bethard scale a critical World Cup (Russia 2018) period for the new bookmaker.
During Russia 2018, Bethard launched its bold “The Zlatan Challenge” –a unique World Cup prediction tournament fronted by Swedish football star Zlatan Ibrahimović with a total prize pool of €200,000.
Having established Bethard within the saturated Nordic betting markets. Skarp reveals that year-2 will see the brand broaden its international footprint.
Backing Bethard’s future ambitions, Andrew Cochrane, CCO of SBTech, said: “The extension of our agreement with Bethard is a testament to the increasing value of our partnership and the high level of trust we’ve built with the team over the past few years.
“We work closely with our operators to grow their revenues and have a proven track record of delivering above average market growth. Our goal is to always provide our customers with superior solutions that deliver standout value in the most competitive regulated territories, and I anticipate even greater success for both companies as the latest chapter in the Bethard story unfolds.”
