Betfred.com will work with InfoMedia to insert Betfred odds across services to cover all major sports such as football, racing, rugby, tennis and events such as Formula 1, says the company.
The integrated services will deliver sports betting, bingo, gaming, and casino services across iOS, Android, Windows Phone, and BlackBerry platforms.
Betfred.com MD Chris Sheffield says: "This is a ground-breaking deal for the mobile industry and a very exciting evolution for Betfred.com. More customers will be able to access and enjoy our betting platform. We pride ourselves on giving the best value and unique bonuses which will now be available to the millions of customers available via InfoMedia's approved operator channels such as Orange and T-Mobile."
InfoMedia, the mobile services agency, will manage the relationship, according to the deal. InfoMedia CEO Michael Tomlins says: "Given the sports and editorial pedigree we have developed, adding the betting facilities under a strong brand like Betfred makes solid commercial sense. We will handle not only the customer-facing issues such as SMS communication and inserting the odds for given sports event or news story, but also the back end customer relationship management."