Sportal365 has been chosen by bet365 to power its content management system (CMS), as the sportsbook looks to strengthen its customer engagement. 

The deal, which covers all jurisdictions in which bet365 maintains a business presence, will see the online bookmaker integrate Sportal365’s sports CMS for fan engagement purposes, as well as to enrich its editorial material.

Founder and CEO Stilian Shishkov, lauded the agreement with bet365 as a ‘major milestone’ in the platform’s journey, following on from deals with a range of operators and other betting industry stakeholders.

“We are thrilled that bet365 have chosen Sportal365, our industry-leading sports content management system, to deliver to the sports fans a content product on another level,” Shishkov remarked.

Shishkov also lauded bet365 for being “among  the very best online gaming providers, an amazing brand followed by millions of loyal sports fans globally.”

By leveraging Sportal365’s services, bet365 will gain access to a range of editorial content, supported by providers such as Spotlight Sports Group (SSG), which supplies sports betting content to the firm under the terms of a deal signed early last year. 

Sportal365 is the CMS platform of the wider Sportal Media Group, a Bulgarian sports publisher majority-controlled by Swiss conglomerate Ringer Group, which secured a large stake in the firm in 2021 shortly after the aforementioned agreement with SSG.

Meanwhile, for bet365, the deal poses an opportunity for the international Stoke-on-Trent based company to further expand its suite of content, having moved to bolster its offering through the integration of free-to-play products in December 2021 whilst most recently launching an MMA-oriented YouTube channel.

A bet365 spokesperson said: “We are delighted with our new partnership with Sportal365, who have combined strong know-how and technological innovation in creating a one of a kind sports editorial content management system. Thanks to this partnership our audience can experience even more premium and engaging content.”