Betfred Extends Sportradar Retail Deal Before Difficult Period

Betfred has signed an extension to its retail platform technology partnership with supplier Sportradar, covering Betfred’s 1,300 retail outlets across the UK.

Sportradar will upgrade Betfred’s retail platform technology, in the next stage of a partnership that has been in place for more than a decade. Sportradar’s retail technology is designed to allow operators to manage data loads and scale in real-time as bets are placed.

Under the terms of the agreement, Sportradar will oversee improvements to the platform. Its technical framework will allow Betfred to integrate Sportradar’s products.

“Future proofs our retail business”

Duncan McDonald, Head of Corporate and Retail Support, Betfred said:

“This agreement re-affirms our joint commitment to one another, to develop new products and features that enhance our customer offerings. It future proofs our retail business and secures our partnership with Betfred’s in house technology team and Sportradar for years to come.”

Paolo Personeni, EVP, Managed Betting Services, Sportradar said: “In today’s hyper-competitive marketplace, Sportradar is well positioned to help Betfred achieve its long-term growth objectives.

"With high-street operations closely watched, the technological capabilities powering the Sportradar retail platform will allow Betfred to deliver a sustainable and long-term retail offering that engages today’s demanding sports bettors.”

A difficult time for retail

The announcement comes at a time where the future of Betfred’s retail operations has been placed into doubt as a result of impending online gambling tax increases.

From April, remote gaming duty, paid on online casino bets, will increase from 21% of gross gambling yield (GGY) to 40%. In addition, general betting duty, paid on online sports bets, will rise from 15% of GGY to 25%; bets on horseracing will be exempt from the increase.

While the tax increases only directly impact online operations, communications from operators have indicated this will have a knock-on effect for retail.

In October, ahead of the tax increased being announced by Chancellor Rachel Reeves, Betfred Founder Fred Done said even a 35% tax rate would make the operator’s UK retail business unprofitable, and that it could be closed in its entirety.

In the 78 weeks ended March 30, 2025, Betfred paid more than £383 million in duty and commissions. This is broken down by £197.9 million spent on betting duty, £90.3 million being paid in machine duty from Betfred’s retail division, £18 million going towards the betting levy, and £77.4 million being paid in commissions. These figures will be expected to rise in the next financial period.

Meanwhile, Flutter Entertainment is to close 57 of its Paddy Power betting shops across the UK and Ireland. While Flutter said the closures are not directly related to the potential tax rise, it also said any changes to gambling duties could have a “significant impact on jobs and investment.”

In addition, Evoke, owner of William Hill, said it was considering reducing its number of betting shops in the UK, with reports indicating the company is prepared to close up to 200 shops.

What this deal means

The financial terms of the deal were not disclosed, so it is unclear if Betfred is making a greater investment in Sportradar’s retail solutions. Despite the issues regarding increased tax, it would not be unexpected for Betfred to continue to invest in third-party retail platforms while it still has a retail estate to upkeep.

It is also unclear whether Done’s previous comments about Betfred’s retail division being potentially unable to survive were hyperbolic or part of an attempt to pressure the government into introducing a smaller online tax increase.

However, it will be telling as to whether Betfred wishes to make greater investments in these types of platforms across a long-term period.