Sportsman, a privately owned company headquartered in the United Kingdom, was founded in 2017 and operates with approximately 40 employees. Functioning as a tier 1 media tech buyer, the company specializes in media and TV services. It operates as a digital publication focused on sports, publishing sports journalism and live streaming specific rugby competitions within the UK.
On September 18, 2026, S Gaming Limited confirmed a new partnership with Betfred, agreeing to supply several of its slot titles to the operator’s online platform, thereby expanding Betfred's online catalogue of over 2000 options. Previously, on September 16, official counts showed 5669 betting shops remaining in Britain, continuing a long-term decline exacerbated by higher taxes forcing more closures in the industry. Earlier, on September 15, the 250th Betfred St Leger Festival at Doncaster Racecourse made history when Saffie Osborne became the first female jockey to win a British Classic, securing the Betfred St Leger Stakes in front of the largest Betfred St Leger Day crowd in 14 years. This followed Betfred's decision, implemented by September 10, to close 132 shops nationwide, including its Cromer location, a move Chief Executive Jo Whittaker stated came after the company "tried hard to protect" all of its sites from closures.
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