10star, the premium pricing, trading and risk management service for licensed sports betting operators in regulated markets has agreed a deal with Infront Bettor, the betting-focused division of Infront, to provide their market leading services in tennis trading and risk management.

From 2025, Infront has extensive data coverage for over 70,000 sports events per year, a large proportion of which are driven from the global tennis calendar. The tennis operation is  underpinned by an umpire scoring solution in which Infront will deploy over 700 handheld devices across the competition calendar. In designing the operation Infront has worked closely with tennis federations to agree consistent definitions for basic and enhanced data with the aim of developing augmented betting products with partners of the calibre of 10star.

Infront’s ability to grow its impressive data and trading footprint across the sport’s global competitions is greatly strengthened by the announcement of its partnership with trading specialists 10star, which was born out of the acquisition of tennis market makers, Jasis, who have been supplying tennis prices to Pinnacle since 2016.

Much of the global tennis tournament ecosystem has traditionally been hard for operators to monetise, but this is about to change, thanks to this collaboration. Infront’s cutting edge data solutions will now be augmented by 10star’s best-in-class tennis pricing, trading and risk management to make tennis a more desirable sporting product through all its federations and competitions.

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This partnership unites the expertise of 10star with world-renowned Infront, who entered the betting space with the launch of its dedicated Infront Bettor service in 2022. This brought together the organisation’s expertise and experience in media rights with a highly desirable content portfolio for betting operators globally.

Simon Trim, Strategic Advisor to 10star, commented: “Our new partnership with Infront Bettor represents a significant milestone for 10star, and an ideal showcase for our industry-leading pricing, trading, data analytics and risk management services. With our strong heritage in tennis trading, and Infront’s world-renowned data innovation, this partnership is perfectly positioned to deliver a new paradigm for global tennis”.

Chris Catling, Head of Infront Bettor, said: “Our partnership with 10star underscores Infront’s commitment to setting new benchmarks for innovation and operational excellence, as we enhance our data and trading capabilities across tennis to deliver a seamless and engaging experience for our clients and customers”.