Betfred has expanded its football betting offering through a strategic partnership with Sporting Risk, integrating a suite of advanced player-driven betting products.

The agreement introduces Sporting Risk’s player-centric BetBuilder markets across Betfred’s pre-match and in-play channels, allowing customers to access more detailed and flexible betting combinations.

The integration also brings Player Props, statistical markets and player-based micro markets to Betfred’s platform, offering greater variety across football betting.

Sporting Risk’s solutions are delivered through Sportradar’s Unified Odds Feed framework, helping Betfred strengthen its market coverage while providing customers with more engaging betting opportunities.

With the 2026 World Cup approaching, the partnership highlights the increasing importance of data-led betting products designed around player performance and customer interaction.

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. We're excited to offer customers even more ways to engage with the action through innovative and entertaining betting experiences.”