Betfred Expands Media Operations with SIS Partnership
Betfred has entered into a long-term agreement with Sports Information Services (SIS) to enhance its in-house TV channel. As part of the deal, Betfred’s production facility in Media City UK, Salford, will undergo a major modernization, transitioning all coverage to high-definition.
Enhanced Content Delivery and New Studio Facilities
The partnership will allow Betfred to expand its media offerings with greater broadcast flexibility. The bookmaker will continue producing its signature studio shows featuring Fred Done, alongside his well-known betting insights. Additionally, SIS will provide an in-house podcast studio, further strengthening Betfred’s multimedia presence.
Betfred will retain access to SIS’s extensive racing portfolio, ensuring customers can continue enjoying a diverse range of live events. This includes over 35,000 horse races from more than 170 venues worldwide, as well as premier greyhound racing from the UK and Ireland, featuring over 24,000 annual events.
Strengthening a Long-Standing Partnership
“We value our long-term partnership with SIS and this new agreement will continue to help bring our brand to life and communicate our unique offers to our customers. Our racing proposition will be even better as we become the first bookmaker on the High Street to broadcast in full HD”, commented Mark Pearson, Head of Corporate Affairs and Communications at Betfred.
Paul Witten, Managing Director EMEA at SIS, also emphasized the benefits for retail customers:
“We are pleased to enhance our long-standing partnership with Betfred. This agreement guarantees that Betfred’s UK retail customers will experience high-quality, engaging content in high-definition from around the world.”