Paddy Power has agreed a five-year deal with live pictures and data supplier SIS to offer its customers a more personalised in-shop live sports betting experience.

Paddy Power and SIS sign broadcasting deal

The service, which is now live throughout the operator’s retail estate, sees SIS provide branded retail TV channels with full Paddy Power TV branding.

It is the first bookmaker to benefit from SIS’ latest production technology, Complex Automated Production, which “significantly streamlines the production process.”

Michael Ahearne, director of product and innovation, retail at Paddy Power, said: “Paddy Power always aims to use the latest technology to ensure we’re providing our customers with the best product available, and SIS’ newly-developed and innovative CAP is one of these tools.

“Our high-street customers now benefit from a tailored, enhanced broadcast through Paddy Power TV and in the short time it’s been available, the feedback has been very positive across the board.”

Paul Witten, SIS’ commercial director, said: “This is a landmark deal in retail betting live pictures broadcasting, with our innovative new CAP technology able to offer Paddy Power a flexible and affordable branded TV channel for its customers.

“We are pleased that such a high-profile operator such as Paddy Power has chosen to implement it into their large retail estate.”