The five-year agreement sees Betgenius act as primary in-play trading partner for the major sports of football, tennis and basketball, across both retail and online.

A key part of this service is live pricing on over 4,200 English and Scottish football fixtures per season, driven by official data from its exclusive agreement with Football DataCo, the data rights holder of all competitions organised by the English Premier League, English Football League and SPFL. The season officially began in the opening round of the Betfred-sponsored Scottish League Cup on July 12.

Betfred is the first major UK sportsbook to sign up to the new Betgenius-powered scheme for official UK football data, which can be supplied as a raw feed for customers to build their own trading models or as a fully-traded service.

Craig Reid, Group Trading Director at Betfred, said: “Providing our customers with a trusted, reliable and engaging service has been instrumental in helping Betfred grow its in-play sportsbook offering in the UK and Betgenius have helped us deliver that. We’re delighted to lock in some of the most important in-play content in the industry and look forward to continuing our relationship for the years to come.”

Matt Stephenson, Global Partnerships Director at Betgenius, said: “We’re thrilled to continue our decade-long partnership with Betfred. Their long-term commitment is recognition of our continued investment in product quality and innovation, with our market-leading in-play product for UK football, driven by official Football DataCo data, the latest example of that.”