Kambi Group plc has formalized a significant long-term agreement with Superbet Group, unveiling a partnership centered around Kambi’s advanced Odds Feed+ product. This collaboration strengthens Superbet’s sports betting capabilities across both its digital and retail channels, delivering access to Kambi’s full selection of premium traded odds and enabling the operator to scale its offering based on market needs and customer activity.

Under the terms of the partnership, Superbet will integrate Kambi’s comprehensive odds database, including pre-match, live betting, and an extensive suite of player props. The arrangement also allows Superbet to broaden its odds catalogue as demand shifts, arming the operator with agility in an increasingly competitive betting landscape.

Launched in 2024, Odds Feed+ has been positioned as Kambi’s flagship odds feed service, engineered to give sportsbook operators a competitive advantage. It leverages global liquidity from billions of annual wagers, refining pricing models and ensuring deeply informed odds across sports and markets. Kambi, recognized for its technology-driven trading infrastructure, underscores the agreement as a milestone in reinforcing its footprint among elite global operators.

Executives Highlight Customer-First Strategy and Global Ambitions

Kambi Group CEO Werner Becher expressed enthusiasm for the collaboration, framing it as a natural fit for two industry leaders. “We are delighted to welcome Superbet Group as our latest Odds Feed+ partner, which is a testament to the quality, choice and trust of our premium odds feed solution,” he said. Becher added that coupling leading pricing models with broad sport expansion capabilities “can deliver an offering capable of meeting the needs of the industry’s leading operators,” noting that Superbet’s confidence in Kambi evidences the strength of its long-term strategy and trading technology.

Superbet Group echoed a similar sentiment, emphasizing alignment in product innovation and user experience. Luke Saunders, Director of Sports Partnerships at Superbet, stated, “At Superbet, we evaluate every partnership from a customer-centric perspective, focusing on having the strongest and most diverse product portfolio in each market.” He noted that collaborating with Kambi and leveraging Odds Feed+ provides “access to world-class pricing across a variety of sports” while elevating quality and depth on a global scale.

Superbet’s Global Growth Continues With Tech-Forward Investments

Superbet, established in 2008 in Romania, has steadily expanded its geographic presence and now operates in more than a dozen markets. Its core operations span Brazil, Central and Eastern Europe, and Belgium through its Napoleon Sports and Casino brand, which the company acquired in 2021. Alongside commercial and retail operations, Superbet maintains technology and product innovation hubs in countries such as the Netherlands, Spain, Croatia, and the United Kingdom.

Ranked 11th in EGR’s latest annual Power 50 list, Superbet has also attracted marquee investment. In 2019, Blackstone made a €175 million strategic minority investment, followed by a €1.3 billion refinancing agreement in 2025 that strengthened ties with Blackstone and HPS Investment Partners and fueled global expansion plans. The operator maintains a strong commitment to compliance, holding memberships in organizations including the International Betting Integrity Association and the European Betting & Gaming Association.

Kambi Expands Partner Network and Product Portfolio

With headquarters in Malta and additional offices across Europe, Asia, Australia, and the United States, Kambi serves a diverse roster of licensed operators. Its suite of products spans turnkey sportsbook technology, managed trading, esports offerings via Abios, front-end innovation through Shape Games, and advanced AI-driven trading via Tzeract. Industry partners include ATG, Bally’s Corporation, Kindred Group, LeoVegas, LiveScore, Holland Gaming Technology, Rush Street Interactive, and Svenska Spel.

Shares of Kambi Group plc opened the week with positive momentum, trading up over 3% in Stockholm following the announcement, signaling market confidence in the long-term value of the Superbet deal.