Sporting Risk partners with Betfred to boost player market offerings

Sports analytics provider Sporting Risk has agreed a partnership with UK bookmaker Betfred, integrating its predictive modelling products into the operator's platform. The deal sees Betfred deploy Sporting Risk’s Next-Gen player-centric BetBuilder for both pre-match and in-play markets, alongside Player Props, match and team stat markets, and unique player-based micro markets. These are delivered through Sportradar’s Unified Odds Feed (UOF) framework, giving Betfred an expanded range of combinable player markets to strengthen its position in the UK market.

The integration also includes innovative new products designed to engage bettors in real time, offering rapid and relevant betting opportunities aligned with player behaviour and market demand. The timing of the rollout positions Betfred to leverage these tools ahead of the 2026 World Cup, a key event for football betting.

Andy Phillips, CBDO of SportingRisk.com, described Betfred as “exactly the kind of partner we built this product for” – a major retail and digital brand that appreciates the commercial value of deep player markets and combinability. He noted that deploying the BetBuilder and Player Props suite in time for the World Cup with such a recognised UK brand demonstrates the product’s capabilities at the highest level.

Mark Hartley, Head of Product & Commercial at Betfred, said the addition of Sporting Risk’s in-depth player markets and combinability “instantly enhances our football proposition during an action-packed summer”. He added that Betfred is excited to offer customers more ways to engage with the action through innovative and entertaining betting experiences.

Sporting Risk is a sports analytics company that specialises in predictive models for pricing and betting content, with roots in player-based modelling. Its models use granular raw data and are informed by the founders’ experience in professional sport, including recruitment and tactical consultancy for leading clubs in the UK, Europe, and the USA. The company now focuses on leveraging this intellectual property for sports betting operators.