SBTech extends partnership with Bethard as bookmaker’s international presence booms

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SBTech, the Scandinavian sports betting and gaming technology supplier, has confirmed a five-year partnership extension with Bethard, in a deal that forms part of the operator’s “aggressive international expansion strategy.”

Already proving central to Bethard’s growth across the company’s multi-brand portfolio in key regulated markets, including the UK, the supplier’s sportsbook integrates the industry’s most technologically advanced pre-match and in-play betting features.

“The extension of our agreement with Bethard is testament to the increasing value of our partnership and the high level of trust we’ve built with the team over the past few years,” said SBTech COO Andrew Cochrane. “We work closely with our operators to grow their revenues and have a proven track record of delivering above average market growth.”

“Our goal is to always provide our customers with superior solutions that deliver standout value in the most competitive regulated territories, and I anticipate even greater success for both companies as the latest chapter in the Bethard story unfolds.”

The deal follows reports by Bethard this year of its most successful summer revenue to date, becoming one of the top performers in the SBTech partner network during the FIFA World Cup 2018.

Revenue for the period was also driven by ‘The Zlatan Challenge’, a unique World Cup prediction tournament fronted by the Swedish football legend ad LA Galaxy striker, offering a total prize pool of E200,000.

As part of the corporate strategy to widen its international footprint, Bethard’s deal extension will continue to utilise SBTech’s award-winning sportsbook as the core of its multi-year plan to cement its status as one of the leading Nordic and global betting brands.

Bethard announced in April its approval by Danish authorities to operate in the country, and confirmed the recent application for a Swedish gaming licence, ahead of widely-anticipated reregulation in 2019.

Already licensed in Malta and the UK, the company stated it aims to have a licensed presence in most key European jurisdictions by 2020.

“Our partnership with SBTech has been a significant growth driver for the business across key markets, and I’m delighted we have agreed a long-term extension in line with our rapid expansion into a host of new and emerging territories,” added Erik Scarp, CEO of Bethard.

“The SBTech sportsbook is hugely powerful and provides us with great flexibility, differentiation and speed to market which mirrors our existing and new markets strategy. Our continuing relationship with SBTech means the future is very bright indeed.”


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