Sporting Risk, renowned for its expertise in sports analytics and predictive models, has formed a strategic partnership with Betfred. Through this collaboration, Betfred has incorporated Sporting Risk's Next-Gen player-centric BetBuilder features for both pre-match and in-play betting markets. Furthermore, the partnership extends to Sporting Risk’s Player Props, match and team statistics markets, as well as distinctive player-specific micro markets, all facilitated via Sportradar’s Unified Odds Feed (UOF) framework. This integration significantly enhances Betfred’s player market coverage and options for combinability, thereby bolstering its competitive presence in the UK market.
The collaboration introduces a range of innovative products, enabling Betfred to engage bettors in real-time. This setup provides rapid, relevant, and entertaining betting opportunities tailored to player behavior and market trends.
Andy Phillips, Chief Business Development Officer at SportingRisk.com, remarked, "Betfred is exactly the kind of partner we built this product for, a major retail and digital brand that understands the commercial value of deep player markets and combinability. Deploying our BetBuilder and Player Props suite in time for the 2026 World Cup, with one of the UK’s most recognized brands, demonstrates what this product is capable of at the highest level."
Mark Hartley, Head of Product & Commercial at Betfred, highlighted, "The addition of Sporting Risk’s in-depth player markets and combinability instantly enhances our football proposition during an action-packed summer. We’re excited to offer customers even more ways to engage with the action through innovative and entertaining betting experiences."
