Betfred inks new trading partnership deal with Betgenius
Operator becomes first major UK sportsbook to benefit from supplier’s rights agreement with Football DataCo
Betfred has signed a five-year deal with Betgenius to become the first major UK sportsbook to join the Betgenius-powered scheme for official UK football data.
Under the terms of the deal, Betfred will incorporate official data and offer live pricing for all 4,200 English and Scottish league football matches from the 2019/20 season onwards.
Betgenius will also serve as primary in-play trading partner for football, tennis and basketball, across Betfred’s online platform and retail estate in the UK.
Craig Reid, group trading director at Betfred, welcomed the deal and said Betgenius had been “instrumental” in enabling Betfred to grow its in-play sports betting offering in the UK.
“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,” Reid added.
Betfred is the first operator to sign up to Betgenius’ new scheme for official UK football data, which can either consist as a raw data feed or a fully-traded service as required.
Matt Stephenson, global partnerships director at Betgenius, said the company was pleased to sign the new deal and continue its decade-long partnership with Betfred.
“Their long-term commitment is recognition of our continued investment in product quality and innovation, with our market-leading in-play product for UK football, driven by official Football DataCo data, the latest example of that,” Stephenson added.