Betfred agrees new deal with SIS to serve HD racing content to UK retail customers

Betfred, one of the UK’s leading retail betting and gaming operators, and Sports Information Services (SIS) have entered a new long-term production, distribution, and content agreement, with the bookmaker being the first to broadcast in high-definition.

The new deal ensures that Betfred’s UK retail customers can now enjoy top-quality content live from the most iconic racing events worldwide, all transmitted in HD video.

Betfred will also continue to benefit from the use of patented production technology from SIS until 2029, giving the operator additional flexibility over live broadcast schedules within its 1,400-strong retail stores in the UK.

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

Mark Stebbings, Group Chief Operating Officer at Betfred, said: “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.”

Richard Ames, Chief Executive at SIS, said: “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. 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.”