SIS agrees long-term deal to upgrade Betfred's racing broadcast production

Sports Information Services (SIS) has signed a new long-term agreement with Betfred to broadcast the bookmaker’s in-house TV channel from Media City UK in Salford, the companies announced on 18th February 2025.

Under the deal, Betfred’s production facility will undergo a significant upgrade, with all coverage moving to high definition. The bookmaker will continue to run its existing studio shows, including appearances from founder Fred Done.

Broadcast flexibility and new podcast studio

SIS said the agreement gives Betfred greater broadcast flexibility and includes the provision of an in-house podcast studio. Betfred retains access to SIS’s racing portfolio, which covers more than 35,000 horse races from over 170 venues worldwide, along with UK and Irish greyhound racing content comprising more than 24,000 events a year.

Mark Pearson, head of corporate affairs and communications at Betfred, said the partnership would help the company communicate its offers to customers and noted that Betfred would become the first bookmaker on the UK high street to broadcast in full HD.

Paul Witten, managing director EMEA at SIS, said the agreement would ensure Betfred’s UK retail customers receive high-quality, high-definition content from around the world.

About the companies

SIS has supplied live pictures and data to the global betting industry for more than 35 years, providing round-the-clock content to over 400 retail and online customers in more than 50 countries. Its portfolio includes over 60,000 annual horse and greyhound racing events, more than 200,000 esports events through its Competitive Gaming product, and over 330,000 live numbers draws annually.