Betway Extends Partnership with Sportradar


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Carl Hughes Betting Expert

Updated:January 12, 2023

It has been announced today that the partnership between Betway and Sportradar has been extended. Sportradar, which is one of the world’s leading sports technology companies, will continue to act as Betway’s sports data and technology provider.

As part of the previous agreement, Betway took advantage of the sport betting services provided by Sportradar, however the new development will also see them using Sportradar’s ad:s platform. The Audio Visual (AV) services provided by the company will also be included as part of the deal. Sportradar is already well-known in the sports betting and gaming world and features amongst many of the top sites we recommend for its global portfolio providing a variety of live streaming content and sporting event information.

The purpose of the new partnership is to enhance Betway’s strategy for acquisition and growth through the ad:s platform, which will help the bookmaker understand the behaviour of its customers better.

Betway is one of the established UK online sports betting providers and is part of Super Group (SGHC Limited). Offering a variety of online sports betting market, casino, live casino games, and even eSports betting, Betway has been around since 2006 and has made a name for itself not only in the UK, but also in a number of European countries, the US, South America, and South Africa. Between 2015 and 2019, Betway held the record for the largest ever jackpot pay-out in an online slot machine – £13,209,300. You can find a lot of information about the bookmaker on our dedicated Betway page.

Sportradar was founded in Norway in 2001 and has since grown steadily into one of the leading sports technology companies in the industry. Its work combines sports, media, and betting. The company operates in 19 countries around the world and employs over 3,500 staff. Its main line of business is collecting and analysing sports data for providers of sports betting services. Its data is also used by sports federations across the world as well as the media.

Sportradar works with some of the biggest names in the online sports betting world. Some of these include bet465, Paddy Power, William Hill, and Ladbrokes. Some state lotteries, such as the Svenska Spel and Norsk Tipping also use Sportradar’s services. The company’s sports betting branch is called Betradar, and one of its main functions is setting the odds for thousands of sporting events across 40 different sports.

The company’s Audio-visual and broadcast services started in 2016 when Sportradar acquired Sportsman Media Group. Sportradar also works with sports federations and law enforcement agencies to prevent and detect match fixing. This is achieved through its state-of-the-art detection system which is managed by Sportradar’s Security Services Division.

Speaking about the new deal, Betway CEO Anthony Werkman said:

“We’re really excited by our latest agreement with Sportradar that allows us to engage our customers across a variety of devices, platforms, and channels, which further enhances the sports betting experience.”

The expansion of Betway’s partnership with Sportradar follows after a successful 2022 for the bookmaker. According to Super Group’s financial reports, Betway’s revenue raised by 4% in the third quarter of 2022. This was followed by the renewal of its operating licence in Germany in December 2022. The newest success for Super Group was the acquisition of US-based Digital Gaming Corporation (DGC), which meant further expansion and acquisition of more US-based customers.

Betway is now looking to work on its customer acquisition, growth, and retention, and it plans to do this through using Sportradar’s services for more effective targeting, engagement, and user behaviour analysis. This will take place across all display, social, and video channels.

Sportradar Chief Commercial Officer Ed Blonk also commented on the partnership:

“Sportradar’s intelligence-driven technology, underpinned by AI and coupled with our deep understanding of the sports industry, supports global top tier operators like Betway in attracting new customers and engaging existing ones in multiple ways. By creating an enhanced, highly personal experience for customers, sportsbooks are now able to differentiate their offering to establish loyalty, drive growth and be distinctive in an increasingly competitive environment.”

Using Sportradar’s Audio-visual and Broadcast services, Betway will be able to offer its customers live information and content from over 400,000 sports events every year. Some of these will include events from the Spanish Copa Del Rey, the Spanish Bundesliga, and some of the most popular US leagues including NBA, NHL, and MLB.

The new partnership will certainly be exciting news for Betway customers in the UK and across the world. With a strong 2022 behind, and new plans for development and expansion for 2023, it would be interesting to see what direction Betway will take next, and the new deals and partnerships coming its way.

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".