Sporting Risk Partners with Betfred for Player Markets

Sports analytics provider Sporting Risk has entered into a partnership with Betfred, bringing its predictive pricing models and player-focused betting products to the operator's sportsbook.

As part of the agreement, Betfred has integrated Sporting Risk's Next-Gen BetBuilder markets for both pre-match and in-play events. The operator has also added Sporting Risk's Player Props, team statistics, match statistics and player-based micro markets through Sportradar's Unified Odds Feed (UOF).

The combined offering provides Betfred with a broader range of player betting markets and enhanced market combinability, further strengthening its football betting proposition in the UK.

The integration also introduces new betting products designed to keep customers engaged throughout live events by delivering player-focused betting opportunities that reflect market demand and real-time player activity.

Andy Phillips, Chief Business Development Officer at Sporting Risk, said:

"Betfred is exactly the kind of partner we built this product for, a major retail and digital brand that understands the commercial value of deep player markets and combinability. Deploying our BetBuilder and Player Props suite in time for the 2026 World Cup, with one of the UK's most recognised brands, demonstrates what this product is capable of at the highest level."

Mark Hartley, Head of Product & Commercial at Betfred, added:

"The addition of Sporting Risk's in-depth player markets and combinability instantly enhances our football proposition during an action-packed summer. We're excited to offer customers even more ways to engage with the action through innovative and entertaining betting experiences."