Huddle and Entain CEE Launch Bespoke Tennis, Football, and Basketball Trading Partnership

Huddle has announced a strategic partnership with Entain CEE to develop and implement bespoke trading and pricing capabilities, initially focusing on tennis, football (soccer), and basketball. The collaboration, now live after a testing phase, aims to enhance the trading capabilities of Entain’s regional brands, including STS in Poland and SuperSport in Croatia.

The partnership combines Entain CEE’s proprietary trading expertise with Huddle’s advanced modeling and automation technologies. This joint effort is designed to scale Entain CEE’s proprietary trading intellectual property (IP) and support complex pricing requirements across various products, such as player props, micro markets, and same-game parlays (bet builders). The collaboration also aims to improve uptime and enhance the overall customer betting experience.

For tennis, the solution covers singles and mixed doubles across men’s and women’s competitions, ranging from the ATP Tour to the Futures Series. Basketball integration includes player-minute distribution models for major leagues like the EuroLeague, NBA, and domestic competitions. Additionally, the partnership is set to expand into soccer ahead of the 2026 FIFA World Cup in North America, with expectations of increased engagement in player props and micro markets.

Francesco Borgosano, CEO at Huddle, commented: “This bespoke collaboration with Entain CEE represents a significant milestone for Huddle as we demonstrate our ability to build beyond our off-the-shelf solutions with a deeply-integrated and collaborative trading development initiative that enhances our already strong in-house pricing capacity while delivering value to our partners.”

Ivan Gojic, Chief Sportsbook Officer at Entain CEE, added: “We’re very pleased to be partnering with Huddle on a bespoke trading initiative that combines our proprietary trading expertise with their modeling capabilities to deliver a truly differentiated product. This allows us to significantly improve uptime, pricing, and cash-out performance, while expanding one of the strongest player prop and BetBuilder offers in the region. Our ambition is to be the home of player props in CEE and to compete at the highest level, and this partnership is a key step towards that.”

The integration of these advanced trading solutions is expected to provide a competitive edge for Entain CEE brands, particularly as they prepare for major sporting events like the upcoming FIFA World Cup. The partnership underscores the growing trend in the iGaming industry toward customized trading solutions that cater to specific regional markets and sports.