Bethard inks new deal with SBTech

15 November 2018

Bethard has extended its partnership with SBTech after describing the tech supplier’s platform as a key driver of "exponential growth" in 2018.

Under the terms of the new deal, Bethard will continue to use SBTech’s sportsbook for a further five years. The Nordic-facing, Malta-based operator in particular noted the impact of the supplier’s pre-match and in-play betting features on its growth across key markets, including the UK. The company claims to have achieved year-on-year gross gaming revenue growth of 324%.

In the past year Bethard’s “aggressive international expansion strategy” has seen it secure licences in the UK and Denmark, as well as signing up Swedish football star Zlatan Ibrahimovic as a brand ambassador.

“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," Bethard chief executive Erik Scarp commented.

“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.”

The coming year will be an important one for Bethard, which has applied for a licence for the re-regulated Swedish market. It aims to build on a successful 2018, claiming to have been one of the top performers in the SBTech partner network during the summer’s Fifa World Cup.

The deal is the latest win for SBTech, which has already signed a number of important partnerships in 2018, including deals with Churchill Downs and New Jersey’s Resorts Casino Hote in the US

“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," the supplier's chief commercial officer Andrew Cochrane said. "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.”