Global sportsbook supplier BETBY has announced a new partnership with Abelson Sports, a well-known sports data specialist, to broaden its football coverage through advanced player-centric markets. The collaboration will bring Abelson’s full suite of goalscorer and card markets into BETBY’s sportsbook, expanding options for bettors across both pre-match and live in-play events.

Expanding Player-Driven Football Betting

Under the terms of the agreement, BETBY will incorporate Abelson’s comprehensive player data and in-play coverage, enabling operators to offer outcomes such as first and anytime goalscorer and player booking markets. The integration is designed to align with evolving bettor habits, where attention increasingly centers on individual player performance rather than just team outcomes.

In addition to goalscorer and card options, the partnership aims to eventually broaden its scope to performance-based betting selections and potentially distribute markets across additional third-party channels. BETBY confirmed that the new features will be accessible through its existing APIs, allowing partners to configure availability by competition and jurisdiction seamlessly.

Both companies described the deal as a step forward in personalizing the sportsbook experience. Abelson Sports COO Simon Temple emphasized that the collaboration fits perfectly with the industry’s growing focus on innovative, data-driven content.

“BETBY is one of the few suppliers truly pushing the boundaries of sportsbook innovation, so aligning with them was an obvious move. They recognised the value of our player markets immediately, and we’re excited to see how they elevate them within their product ecosystem,” said Temple in the company’s press release.

BETBY Chief Sportsbook Officer Sergey Tsukanov echoed this sentiment, highlighting how the integration addresses shifting bettor engagement. “We’re thrilled to partner with Abelson, a company widely recognised for its expertise in player data and soccer markets. Today’s fans follow players as closely as they follow teams, they understand the game at an individual level. By integrating Abelson’s player props, we’re enabling our partners to tap into that engagement and offer markets that reflect how users actually watch and enjoy soccer. It’s a crucial step in making the sportsbook experience more personal, interactive, and aligned with modern betting behaviour.”

The addition of Abelson’s player statistics gives BETBY’s partners access to an expanded layer of football markets across top leagues and international tournaments. Operators can combine these with existing event coverage and trading tools, aiming to improve player retention and session time within their sportsbooks.

Building Momentum in a Competitive Sportsbook Market

The Abelson agreement marks another milestone in BETBY’s continuous product expansion. The company, which already provides a strong in-house virtuals suite and AI-powered trading tools, has actively sought partnerships with external data providers to enhance its offering.

This deal follows BETBY’s September 2025 collaboration with Broadway Platform, which extended the BETBY sportsbook and Betby Games portfolio to more than 30 brands globally. That arrangement covered over 500,000 monthly events and 8,000 markets, powered by AI Labs tools for pricing and risk management workflows.

Abelson Sports, on its part, continues to build its reputation as a leading provider of innovative player data content, enabling sportsbook operators to enrich their betting portfolios with minimal integration effort. Its expertise in football player statistics and props has made it a trusted partner for suppliers looking to deepen engagement through player-driven markets.