Betfred Strengthens Multimedia Partnership with SIS

Betfred has unveiled an expanded multimedia partnership with SIS, which will see the enhancement of the operator’s production facility and the broadcasting of its in-house TV channel from Media City.

As part of this agreement, Betfred Founder Fred Done will continue hosting his studio shows, while SIS will also oversee the production of its in-house studio podcast. Additionally, Betfred will gain access to SIS’s extensive racing portfolio, including an increased number of greyhound racing events from the UK and Ireland. This latest deal further extends the long-standing collaboration between the two companies.

The announcement follows closely on the heels of SIS’s recent esports betting partnership with Novibet, which was confirmed earlier this month.

Commenting on the enhanced Betfred partnership, Paul Witten, Managing Director EMEA at SIS, said:

“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.”

Echoing this sentiment, Mark Pearson, Head of Corporate Affairs and Communications at Betfred, added:

“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.”