Novibet has today announced it has partnered with AllSported, the expert horseracing trading solution, across its website and mobile app. The deal sees AllSported deliver a full pricing and risk-managed service to the new UK entrant.

The deal also sees Novibet avail of Racing Post content, elevating their offering to provide customers with Spotlight comments, form and verdicts from Racing Post experts. The industry-leading content is used across all major bookmakers in Britain and Ireland.

AllSported’s independent pricing enables Novibet to not only extend their pricing window but also trade their own price right up to the off. With this comes AllSported’s expert customer profiling to give the firm better insights into their players. The AllSported API, built on the latest push technology, eliminates price latency and gives Novibet the opportunity to lead in what has become a generic follower-driven market.

AllSported, launched towards the end of 2019, is the best-in-class trading solution that gives bookmakers made-to-measure racing odds delivered with streamlined integration. The company is formed by a strategic partnership of Racing Post combined with market leaders TXODDS and Banach Technologies.

Discussing the new partnership, Head of Trading Partnerships at AllSported, Alan Casey said:

‘We’re really excited to partner with Novibet. They’re a very progressive company making huge strides and we look forward to helping them gain a foothold in the UK marketplace. Towards the back end of last year they were sweeping awards across the board at SBC and EGR so we’re delighted they’ve chosen to partner with AllSported. We’re incredibly confident that combining AllSported, Racing Post content and the award-winning Novibet platform we will be able to deliver the best Racing product out there.’

Discussing the partnership Novibet Business Development Manager, Dimitris Argyriou mentioned the value of expert betting content alongside the leading risk-managed technology as key to going with AllSported.

“We are delighted to announce – after a long selection process – AllSported as our official horseracing trading partner. We are excited that AllSported and Racing Post will help us to increase our presence in the UK and I strongly believe this partnership is a huge step in the right direction.

He continued: ‘’Our promise to deliver unique content paired with one of a kind odds will be kept by adding AllSported’s horseracing expertise and experience to our arsenal and increasing our portfolio with international racing. We’re incredibly confident that the final result will be best in class, creating the optimal, go-to alternative for racing betting.”