Betfred, one of the UK’s premier sports betting brands, has entered a multimedia partnership with Sports Information Services (SIS) in a bid that will see the upgrade of its production facility and broadcast its TV channel via Media City.
This means that Betfred Founder Fred Done will continue to broadcast the operator’s in-house TV Channel from Media City UK, Salford, whereas SIS will proceed to provision from its in-house studio podcast as part of the deal.
Moreover, as per the deal, Betfred will also gain exclusive access to the racing portfolio of SIS, and this also includes other greyhound racing events from Ireland and the UK.
Paul Witten, Managing Director EMEA at SIS, said that the company is happy to extend its lucrative long-term partnership with Betfred in a deal that will ensure retail customers from the UK “high-quality, engaging content in high definition”.
We are pleased to enhance our long-standing partnership with Betfred. This agreement guarantees that Betfred’s UK retail customers will experience high-quality, engaging content in high definition from around the world.
Mark Pearson, Head of Corporate Affairs and Communications at Betfred, echoed Witten’s sentiment and commented that this new deal will undeniably revive its brand and more importantly, boost the offerings to its customers.
We value our long-term partnership with SIS and this new agreement will continue to help bring our brand to life and communicate our unique offers to our customers. Our racing proposition will be even better as we become the first bookmaker on the High Street to broadcast in full HD.
In related news, Betfred has recently revealed that in November 2024, it spent £50m ($63m) to refurbish its Washington HQ. In other Betfred-related news, the company’s owners were revealed in January 2025 as the top three highest taxpayers in the UK.
