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Sportradar (NASDAQ: SRAD) has extended and expanded a multi-year agreement to upgrade the retail platform powering Betfred’s 1,300 UK retail outlets. The deal upgrades the retail technology for faster operations, real-time scaling during peak sporting moments, continuous improvements, and integration of next-generation Sportradar products.
The partnership strengthens a decade-long relationship and aims to ensure regulatory compliance, improved risk control, and a contemporary in-shop betting experience on the UK high street.
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Positive
- Signed multi-year extension covering Betfred’s 1,300 retail outlets
- Retail platform upgrade enabling real-time scaling during peak events
- Agreement includes ongoing oversight for continuous improvements and compliance
- Technical framework permits integration of Sportradar’s next-generation products
Negative
- Operational dependence on Sportradar for core retail technology across 1,300 shops
Betfred retail outlets
1,300 locations
Sportradar technology to support Betfred’s UK retail betting footprint
SRAD was down 0.66% while peers like OTEX (-4.17%), CVLT (-6.04%), DSGX (-7.62%) and PEGA (-7.04%) also traded lower, but momentum scanners did not flag a coordinated sector move.
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
|
MLB partnership expansion |
+1.2% |
Expanded exclusive MLB data partnership through 2032 with equity component. |
||
|
NBA partnership upgrade |
-1.6% |
Launched AI-driven NBA fan engagement and betting technology solutions. |
||
|
UEFA deal extension |
+2.5% |
Extended and expanded UEFA betting data and media rights agreement. |
Partnership headlines have generally been viewed positively but with mixed immediate price reactions, alternating between modest gains and occasional declines.
Over the past year, Sportradar has repeatedly expanded major sports partnerships, including long-term deals with MLB, the NBA and UEFA, each enhancing exclusive data and media rights and fan engagement products. These followed financial milestones such as raised 2025 guidance, higher share repurchase authorization, and the IMG ARENA acquisition. Against that backdrop, the new Betfred agreement continues a strategy of deepening data and technology integrations with key betting operators to support long-term, technology-driven growth.
Historical Comparison
+0.7
%
Average Historical Move
Historical Analysis
In the past year, three major partnership announcements around leagues like MLB, NBA and UEFA saw an average next-day move of about 0.7%, indicating typically modest reactions.
Partnership news shows a progression from core league data deals (UEFA, NBA, MLB) toward deeper integrations with betting operators, reinforcing Sportradar’s role across the sports betting value chain.
This announcement extends Sportradar’s decade-long relationship with Betfred by upgrading the technology behind 1,300 UK retail outlets, emphasizing scalability, risk control and regulatory compliance. It fits a broader pattern of long-term partnerships with leagues and operators to provide data-driven betting experiences. Investors may watch how effectively new products are integrated into Betfred’s in-shop experience and how such deals complement prior league-focused agreements over time.
AI-generated analysis. Not financial advice.
ST GALLEN, Switzerland, Feb. 04, 2026 (GLOBE NEWSWIRE) — Betfred has extended and expanded its longstanding agreement with Sportradar (NASDAQ: SRAD). As part of the agreement, Sportradar will upgrade the retail platform technology underpinning the operations of Betfred’s 1,300 retail outlets nationwide, ensuring a sustainable and engaging betting offering is available on the UK high street.
The additional multi-year scope of work further strengthens a partnership built over the past decade. Sportradar’s future ready retail platform enables faster operations and effective risk control. The technology allows Betfred to handle intense data loads around big sporting moments and scale in real-time as bets are placed, ensuring bettors can engage with their sports and place a wager regardless of an event’s popularity.
Under the terms of the agreement, Sportradar will oversee continuous improvements to the Betfred retail platform to ensure ongoing operational excellence and adherence to local regulation and compliance. Furthermore, the technical framework allows Betfred to integrate a multitude of Sportradar’s next generation products and services to deliver a contemporary in-shop experience.
Duncan McDonald, Head of Corporate and Retail Support, Betfred said: “This agreement re-affirms our joint commitment to one another, to develop new products and features that enhance our customer offerings. It future proofs our retail business and secures our partnership with Betfred’s in house technology team and Sportradar for years to come.”
Paolo Personeni, EVP, Managed Betting Services, Sportradar said: “In today’s hyper-competitive marketplace Sportradar is well positioned to help Betfred achieve its long-term growth objectives. With high street operations closely watched, the technological capabilities powering the Sportradar Retail Platform will allow Betfred to deliver a sustainable and long-term retail offering that engages today’s demanding sports bettors.”
About Sportradar
Sportradar Group AG (NASDAQ: SRAD), founded in 2001, is a leading global sports technology company creating immersive experiences for sports fans and bettors. Positioned at the intersection of the sports, media and betting industries, the Company provides sports federations, news media, consumer platforms and sports betting operators with a best-in-class range of solutions to help grow their business. As the trusted partner of organizations like the ATP, NBA and WNBA, NHL, MLB, MLS, PGA TOUR, UEFA, FIFA, CONMEBOL, AFC, and the Bundesliga, Sportradar covers more than a million events annually across all major sports. With deep industry relationships and expertise, Sportradar is not just redefining the sports fan experience, it also safeguards sports through its Integrity Services division and advocacy for an integrity-driven environment for all involved. For more information about Sportradar, please visit www.sportradar.com
Contact
Media
Sandra Lee Sandra.lee@sportradar.com
Investors
Jim Bombassei j.bombassei@sportradar.com
FAQ
What did Sportradar (SRAD) and Betfred announce on February 4, 2026?
They announced a multi-year extension where Sportradar will upgrade Betfred’s retail platform for 1,300 UK outlets. According to Sportradar, the work includes continuous improvements, risk control, and integration of next-generation products to support high-street betting.
How will the Sportradar upgrade affect Betfred’s retail operations (SRAD)?
The upgrade is designed to speed operations and enable real-time scaling during busy events. According to Betfred, the platform handles intense data loads and improves risk control to keep shops operational during peak sporting moments.
Does the agreement between Sportradar (SRAD) and Betfred include ongoing support?
Yes. The multi-year agreement includes continuous oversight and improvements to the Betfred retail platform. According to Sportradar, this covers operational excellence and adherence to local regulation and compliance over the term.
Will Betfred be able to use new Sportradar products after the SRAD deal?
Yes. The technical framework allows Betfred to integrate a multitude of Sportradar’s next-generation products and services. According to Sportradar, this aims to deliver a contemporary in-shop experience and new product features.
What are the investor implications of Sportradar’s expanded deal with Betfred (SRAD)?
The agreement secures multi-year revenue potential tied to Betfred’s 1,300 shops and future product integrations. According to Sportradar, the expansion strengthens a decade-long partnership and supports long-term retail engagement on the UK high street.
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