Betgenius Signs 5-year Content Partnership with Betfred

Jul 17

Betgenius has signed a 5-year data supply partnership agreement with Betfred, incorporating all official data for English and Scottish league football, starting from the 2019/2020 season. The agreement officially came into effect on 12 July, when the Scottish League Cup opened.

This 5-year partnership agreement will see Betgenius acting as the primary in-play trading partner not only for football, but also for tennis and basketball, for retail and online alike. Back in May, Football DataCo granted Betgenius th right to collect, license, and distribute live data for the English Football League, the English Premier League, and the Scottish Professional Football League. Football DataCo holds all the rights for all competitions organised by the Football League, the Premier League, and the SPFL.

With this deal, Betfred has become the first major UK sportsbook to take advantage of Betgenius’ new scheme for official football data. The scheme allows data to be supplied as a raw feed, so customers can build their own training models. At the same time, the data can also be supplied as a fully-traded service.

A huge part of this new service will be the live pricing available on more than 4,200 English and Scottish football fixtures every season, which will be driven by official data from Betgenius’ exclusive agreement with Football DataCo. Expressing their excitement over this new development, Betfred Group Trading Director Craig Reid has this to say:

“Providing our customers with a trusted, reliable, and engaging service has been instrumental in helping Betfred grow its in-play sportsbook offering in the UK and Betgenius have helped us deliver that. We’re delighted to lock in some of the most important in-play content in the industry and look forward to continuing our relationship for the years to come.”

For their part, Betgenius Global Partnerships Director Matt Stephenson has this to say: “We’re thrilled to continue our decade-long partnership with Betfred. Their long-term commitment is recognition of our continued investment in product quality and innovation, with our market-leading in-play product for UK football, driven by official Football DataCo data, the latest example of that.”

Founded in 2000, Betgenius is currently the leading supplier of trading services and sportsbook content in the regulated sports betting sector. Their products and services enable international bookmakers like Betfred to maximise their performance across the sportsbook platform, as well as trading and marketing. The company is also a leader in providing integrated customer marketing. They have a range of products targeted at helping sportsbook operators attract, engage, and retain customers.

First established as a single shop in Salford in 1967, Betfred was rebranded in 2004, which was also the year when they launched their digital platform, Betfred.com. Since then, their growth has continued, with shops opening all over the UK and opening a racecourse shop at a local track on Merseyside in 2005. The following year, they launched their mobile product and became the official betting partner of Manchester United.

As of 2017, Betfred operates more than 1,600 shops in the UK. This latest partnership with Betgenius is a continuation of their bid to keep growing an become an established leader in the industry.