SIS aims to boost Betfred retail offering

Sports Information Services is to enhance Betfred’s retail horse racing offering.

The two parties have entered into a new long-term production, distribution and content agreement, with the bookmaker being the first to broadcast in high-definition.

Betfred will also be able to use SIS’ patented production technology until 2029 and the agreement covers distribution of live racing across satellite and IPTV.

Mark Stebbings, group chief operating officer at Betfred, said the agreement will give the operator’s customers “engaging races and regular chances to place bets.”

Richard Ames, chief executive at SIS, added the move “secures our relationship for the long-term” with a “highly valued” partner in the UK retail sector.