Sporting Risk, the sports analytics company specialising in predictive models that generate market-leading pricing and betting content, has struck a partnership with Betfred.
The partnership has seen Betfred integrate Sporting Risk’s Next-Gen player-centric BetBuilder pre-match and in-play markets. Alongside this, Betfred has integrated Sporting Risk’s Player Props, match and team stat markets and unique player-based micro markets via Sportradar’s Unified Odds Feed (UOF) framework. Together, these give Betfred an unrivalled breadth of player market coverage and combinability, strengthening its position across the UK market.
The integration includes innovative new products, equipping Betfred with the tools to engage bettors in real time, delivering rapid, relevant and entertaining opportunities aligned with player behaviour and market demand.
Andy Phillips, SportingRisk.com CBDO, commented: “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, 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.”
About Sporting Risk
Sporting Risk is a sports analytics company that specialises in building predictive models to generate market leading pricing and betting content. The business’s foundations originate from an intimate knowledge and understanding of player based modelling. The company’s predictive models are built using the most granular raw data available in the marketplace, and this is complemented by the founders’ experience in professional sport, which previously included recruitment and tactical consultancy services on behalf of leading top tier clubs in the UK, Europe and USA. Today Sporting Risk’s focus is leveraging this IP for sports betting operators.
