Huddle has signed a strategic trading partnership with Entain’s CEE division to develop and run bespoke pricing and trading capabilities, with an initial focus on tennis and football (soccer) and basketball integration. The project is now live following a testing period and is intended to support Entain’s regional brands including STS in Poland and SuperSport in Croatia.

The companies said the work follows a joint development model, combining Entain CEE’s proprietary trading expertise with Huddle’s modelling and automation, aimed at scaling Entain CEE brands’ proprietary trading IP. Huddle said the architecture is designed to support complex pricing requirements across products such as player props, micro markets and same-game parlays (bet builders), alongside improvements to uptime and the customer betting experience.

On tennis, the jointly developed solution covers singles through mixed doubles across men’s and women’s competitions, from the ATP Tour down to the Futures Series level, according to the companies. Basketball was tested in parallel, with Huddle highlighting player-minute distribution models for content including Euroleague, NBA and domestic competitions.

The partnership is also set to continue work on a soccer product ahead of the 2026 FIFA World Cup in North America, which the companies expect will increase engagement in player props and micro markets.

Francesco Borgosano, CEO at Huddle, said: “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 modelling 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.”

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Previous CRO of Genius Sports and Digitain offers more than twenty years of leadership expertise to boost Huddle’s commercial expansion.

Huddle, the leading provider of premium odds feeds, has announced the appointment of Iain Hutchison as Senior Vice President of Business Development. The former executive from Digitain and Genius Sports will lead the company’s commercial strategy as it embarks on a new phase of swift global expansion.

After implementing the initial phases of its business strategy, Huddle has positioned itself as a front-runner in odds making and trading services, especially in rapidly expanding offerings like player props, micro markets, and same game parlays. Hutchison comes aboard as the firm embraces a more assertive growth strategy, leveraging current alliances with top-tier operators and new collaborations enabled by his broad network and business acumen.

Hutchison has a distinctive and significant history of leading companies from their initial phase to large-scale operations. His extensive experience in exploring growth prospects will be essential in influencing Huddle’s upcoming phase in regulated markets, utilizing an expanding product portfolio that now features tennis and soccer in addition to its main US sports services.

At Genius Sports, where he was among the first employees, Hutchison advanced to the position of Chief Revenue Officer over a span of 15 years, prior to transitioning to a comparable role at Digitain. Hutchison has gained extensive knowledge and relationships in the sports betting industry, and this powerful blend of executive leadership and a track record of achieving real growth will be a significant advantage for Huddle in the future.

Iain Hutchison, SVP of Business Development at Huddle, commented on his appointment: “Huddle has built a proven, high-performance product in the key growth sector of sports betting. The opportunity to join an expert team, building some of the most powerful trading solutions on the market, was a major appeal, and I’m ready to help deliver on the next chapter of this company’s success.

“My focus is to bring a relentless approach to growth, executing a commercial strategy that drives internal revenue and brings even greater value to our existing and future partners. We have the tech already live with leading tier-one operators, and with a tighter product focus and a strong roadmap ahead, we’re well set to open more doors and scale both quickly and robustly.”

Francesco Borgosano, CEO at Huddle, added: “Huddle’s offering is not only proven, but consistently outperform, by some distance, the legacy approaches on the market. We want to build on this momentum, and bringing Iain onboard will help us do just that.

“Iain is someone who understands the journey from a fast-growing start-up to a global powerhouse, and his track record in delivering consistent growth speaks for itself. We’ve had some hugely constructive conversations about Huddle’s growth prospects already, and with his leadership role – which is validation of our brand strength in itself – we can now cement and scale our position as the premier supplier of complex, high margin sports betting products.”

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Huddle, the premium odds-feed provider, today announced a major upgrade to its global ice hockey product ahead of the 2026 Winter Olympics. The release adds proprietary automation, broader market coverage and enhanced uptime—bringing sharper player-prop pricing and deeper pre-match and live micro-markets for operators worldwide.

Automated, adaptable trading for every competition

Huddle’s enhanced offering is powered by an adaptable trading model built to handle tournaments, league play and one-off matches. Operators accessing the product via Huddle’s Unified Odds Feed or through direct integration will gain reliable markets across top competitions including the NHL, Sweden’s SHL, and the Czech Extraliga. The update targets historical volatility in non-major leagues and simplifies trading across rule variations and local formats.

Deeper markets, better player-prop accuracy

The upgraded feed increases market depth for both pre-match and in-play action, with focused coverage on popular player-prop markets such as Player Goals, Points, and Next Goalscorer—plus a range of micro-markets that drive re-betting and longer player engagement. Improved automation reduces manual intervention, delivering faster, more accurate lines and higher uptime for operator platforms.

Engineered for uptime and regional coverage

Huddle reworked the underlying architecture to meet the demands of global distribution and local league nuances. The resilient framework gives operators confidence that regional competitions and live events are priced consistently—removing friction and reducing operational risk when covering the full ice hockey calendar.

Operator benefits: trust, revenue, and retention

By combining precise player props, expanded market coverage and robust uptime, Huddle’s ice hockey upgrade helps operators:

• Increase re-bet frequency and session length through granular micro-markets

• Improve conversion with reliable live pricing and reduced latency

• Expand product breadth across markets and regions without excessive engineering overhead

Leadership view

Francesco Borgosano, CEO at Huddle, said the Winter Olympics spotlight makes consistent coverage crucial: “We recognize that an NHL-centric approach isn’t enough… we’ve established a model that accounts for all variables to deliver the most premium, wide-ranging odds feed. From the gold medal game in Milan to a regular season match in the Extraliga, we’ve honed our product to be adaptable and profitable.”

Market context and next steps

The ice hockey upgrade follows Huddle’s recent distribution expansions for its NBA pricing feed, applying the same granular trading approach to hockey markets that are growing across Europe and the U.S. Operators can integrate via the Unified Odds Feed or direct API to unlock expanded ice hockey markets in time for Olympic and league-season demand.

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