Betfred Expands Long-Term Multimedia Partnership with SIS

This agreement will see Betfred upgrade its production facility and broadcast its in-house TV channel, reinforcing the pair’s long-standing relationship.

Under the new arrangement, Betfred Founder Fred Done will continue hosting his studio shows, while SIS will also produce an in-house studio podcast for the operator. Additionally, Betfred will gain access to SIS’s extensive racing portfolio, including horse and greyhound racing events from the UK and Ireland. This partnership aims to enhance Betfred’s retail customer experience by delivering high-quality, engaging content in full HD, making Betfred the first bookmaker on the High Street to offer such broadcasts.

Commenting on the deal, Paul Witten, Managing Director EMEA at SIS, said, “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.” Mark Pearson, Head of Corporate Affairs and Communications at Betfred, echoed this sentiment, emphasizing how the deal will strengthen their brand presence and improve their racing proposition.

This agreement follows other significant moves by both companies. Earlier this month, SIS entered a new esports betting collaboration with Novibet, expanding its digital betting footprint. Meanwhile, Betfred recently completed a £50m ($63m) refurbishment of its Warrington headquarters in November 2024, reinforcing its commitment to growth in the UK. Additionally, Betfred’s owners were revealed to be among the top three highest taxpayers in the UK as of January 2025.

However, while Betfred continues to invest heavily in its UK operations, it has faced challenges in the US market. Following its exit from Nevada last month, the company now only operates in Pennsylvania, reflecting a scaled-back American presence.

This new multimedia partnership with SIS highlights Betfred’s focus on enhancing customer engagement and strengthening its media output while maintaining a competitive edge in the UK market.