Football
October 1, 2025
A new strategic alliance has been announced between sportsbook supplier FIRST-Best in Sports and fast-betting esports and sports content provider BETER.
Through this partnership, FIRST will incorporate BETER’s ESportsBattle competitions — beginning with eFootball and eBasketball — as well as the Setka Cup table tennis series into its sportsbook portfolio.
With up to 50 betting markets available per event, BETER provides live data, 24/7 streaming, and odds across 700,000 fast-paced events annually.
By providing quick betting options and real-time interaction, the new partnership hopes to put FIRST’s operators in a position to compete at the top level in Latin America, Europe, and Africa.
Football Bringing Fast-Betting and Industry Recognition
ESportsBattle competitions in eFootball, eBasketball, eHockey, and the newly added eTennis are part of BETER’s esports portfolio.
The Setka Cup table tennis, the BSKT Cup basketball league, the GTR Cup tennis competitions, padel tennis, and extensive global cricket coverage are all part of its sports portfolio.
Through collaborations with industry integrity organisations ESIC and IBIA, all content is created with equity and transparency in mind.
FIRST looks to provide a fully managed sportsbook that is designed for accuracy, speed, and scale. FIRST offers operators with competitive pricing, extensive local trading knowledge, and quick rollout for enhanced player engagement by incorporating BETER’s content.
This move aligns both companies with recent recognition at the SBC Awards: BETER received the Silver Award in the Live Betting Product category, while FIRST was named Sportsbook Supplier of the Year.
Gal Ehrlich, CEO of BETER, commented, “The partnership between BETER and FIRST brings together two pioneering providers committed to delivering next-generation betting experiences.
“FIRST has launched our collaboration by integrating a suite of our most popular products—EsportsBattle for esports and Setka Cup for sports—both proven to engage players and deliver the fast-betting thrills they seek.”
Garrett Kerman is a writer for ESI. He is a seasoned sports and gambling industry news writer and betting analyst. Known for his sharp predictions and in-depth coverage, he provides valuable insights into betting trends and news. Whether it’s in-depth matchups or predictions, Garrett delivers expert analysis and news that resonates with fans and bettors alike.
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