Betfred and SIS Sign a New HD Racing Content Deal


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Carl Hughes Betting Expert

Updated:March 23, 2023

UK betting site Betfred has reached a new agreement with leading betting content and information provider Sports Information Services (SIS) for the provision of HD Racing Content in its retail betting locations. As part of the new deal, SIS will be producing and distributing bespoke content for Betfred’s betting shops in the UK and around the world. It is expected that soon the HD content will also be made available on the company’s UK betting sites.

The new deal is a major milestone for Betfred, SIS, and the betting industry, as Betfred is now the first bookmaker to display the HD racing content received from SIS. This means that bettors using Betfred’s services will be able to view “top-quality content live from the iconic racing events worldwide”. The important and exciting part of the deal is that this will happen in high definition, which means that Betfred’s customer will be treated to the best possible picture at all times.

SIS and Betfred already work together, which is not surprising as SIS is the most popular and preferred racing content and information services supplier in the betting industry and works with the majority, if not all, licenced UK Betting sites. As part of the new deal, Betfred will be making use of the company’s patented production technology until 2029. Betfred will have full control over the live broadcast schedules of racing events and will be able to decide what event to broadcast across its 1,400 betting shops in the UK.

Speaking about the new deal with SIS, Betfred’s Group Chief Operating Officer Mark Stebbings said:

“We constantly strive to deliver the best quality racing to our UK retail customers and this deal provides us and them with great racing from around the world in high definition. This new agreement means that through advanced broadcast production technology and top-quality horse racing content offered by SIS, we are able to give our customers engaging races and regular chances to place bets.”

When it comes to the production and provision of racing content, SIS offers a portfolio that no other company can top. The company’s customers have access to live content through satellite and IPTV. SIS streams over 35,000 races each year from over 170 racecourses in the UK and across the world. SIS prides itself on having a rich and varied portfolio and catering to the needs of betting sites and bookmakers who offer greyhound and horse-racing and require live content and information services to show to their customers while betting.

SIS has vast and varied experience in the betting world and the company’s name is associated with quality of products and impeccable customer service. The company prides itself on the ease of integrating its services with betting sites, which happens in 12 quick and easy steps both for content and for data. Betting sites cross the UK and the rest of the world also take advantage of other services provided by SIS – trading services for bookmakers and betting operators, eSports software, technology and content, and 49s live draws. The company is known for its bespoke, state-of-the-art studio which produces cutting-edge content for thousands of competitive gaming and eSports events across the world and offers live commentary, player feeds, and in-play betting markets, triggers, information, and statistics.

Speaking about the deal with Betfred, SIS Chief Executive Richard Ames said:

“Betfred is a highly valued long-term partner of SIS and it’s fantastic to be able to provide its customers with entertaining, high-definition content across its entire UK retail division. This agreement secures our relationship for the long-term, as we continue to provide best-in-class production technology solutions that are so valued by the industry.”

The new deal also shows Betfred’s commitment for continuous improvement of customer experience. Only a week ago the company signed an expansion of its agreement with Playtech for the provision of further betting terminals across its retail locations due to demand from its growing number of customers. The deal will see Betfred offer more self-service betting terminals provided by Playtech, having already grown the number of terminals it has by 50% over the last two years. Meanwhile, customers continue to enjoy the company’s betting sites which offer all markets available to customers in physical betting locations plus some outstanding promotions, deals, and introductory offers. As the new terminals offered by Playtech will now feature HD dog- and horse-racing content for the first time, the new deal between Betfred and SIS certainly marks exciting times in the history of betting and gaming in the UK.

About the author

Carl Hughes


Carl Hughes


Carl Hughes is a leading expert on sports and casino betting. Carl began his career with a BSc in Sport, Exercise and Health Sciences from the University of Birmingham before working within the industry for some of the bigger names (GVC and Bet365) and has been praised as being "a leading sports betting commentator".