Infront Sport’s betting-focused division, Infront Bettor, has announced a global partnership with the world’s largest online sports betting brand, bet365, to bolster their content portfolio.

The multi-year deal will see bet365 distribute over 18,000 hours of content to more than 30 rights holders worldwide, targeted to more than 80 million customers globally.

The pair are also aiming improve consumer experience, where Infront Bettor will provide new technology from their partnership with iGameMedia, enabling bet365 to produce content with expected latencies of around one second.

Commenting on the partnership, head of Infront Bettor, Chris Catling, said: “This is a major agreement for Infront Bettor.”

“It has been a busy and exhilarating few months launching the division, building out major and robust operations, acquiring a highly desirable set of betting rights and communicating to the market our new service.

“To agree terms with a partner who has led the digital revolution of online betting and is as forward-thinking as bet365 validates the hard work up until this point.

“I am excited to deliver our content to bet365 and to work with industry leaders to develop our proposition even further,” he said.

Infront VP of media sales and operations, Amikam Kranz, added: “These synergies are driving the rapid growth of our betting division.”

“Our partnership with a market leader like bet365 is a testament to our commitment and we look forward to this partnership growing and making the breadth of Infront’s offerings available to them,” he said.

Bet365 is the latest addition to Infront Bettor’s bookmaker portfolio, joining the extensive list of industry partnerships acquired by Infront within the agency’s first five months of operation.

Additionally, Infront’s content program includes the English Carabao Cup, Coupe de France, and Turkish Superlig alongside Infront’s exclusive portfolio of hockey rights including the International Ice Hockey Federation’s Championships and the Champions Hockey League.