Sportsbook technology provider Huddle has entered a partnership with Entain to deliver its trading solutions across the operator’s Central and Eastern Europe (CEE) brands.
Under the agreement, Huddle will support brands including STS in Poland and SuperSport in Croatia, focusing primarily on football and tennis, with additional coverage for basketball markets. Following a testing phase, Huddle’s trading technology is now fully integrated and live.
Huddle CEO Francesco Borgosano described the deal as a key milestone, calling it an opportunity “to demonstrate our ability to build beyond our off-the-shelf solutions with a deeply-integrated and collaborative trading development initiative.”
The partnership gives Huddle exposure within a tier-one operator environment, particularly in football betting, where the supplier aims to enhance offerings through prop bets, micro markets, and bet builders—areas gaining traction ahead of the FIFA World Cup 2026.
Entain CEE is targeting improved performance and product depth through the collaboration.
Entain CEE Chief sportsbook officer Ivan Gojic said:
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.
For tennis and basketball, Huddle is focusing on pricing precision.
Huddle CEO Francesco Borgosano added:
The depth and complexity of sports like tennis and basketball require highly specialised, automated solutions. By combining our cross-vertical know-how in trading solutions with STS and SuperSport’s strong footprint, we are empowering a superior, more varied offering that delivers more value for the bettor and the operator.
The deal also comes as STS looks to strengthen its position in Poland after increased competition from operators such as Betclic and Superbet, following Entain’s acquisitions of STS in 2023 and SuperSport in 2022.
