Sporting Risk Expands Promotional Markets Portfolio with Enhanced SureSub Offering

Sporting Risk has expanded its Promotional Markets portfolio with the launch of what it describes as the industry's broadest range of SureSub player prop markets, now available through the Sportradar Unified Odds Feed.

SureSub automatically transfers eligible player prop selections to a replacement player if the original selection is substituted, extending the life of the bet and giving customers more opportunities to win while remaining engaged throughout the match. Operators can also customise the feature's branding and name to align with their sportsbook offering.

The launch strengthens Sporting Risk's Promotional Markets suite, which already includes products such as 2Up and a range of enhanced settlement mechanics designed to help operators differentiate their sportsbooks beyond traditional bonus, free bet and price-led promotions.

According to the company, SureSub now supports the widest selection of substitution-enabled player prop markets currently available, enabling operators to apply the mechanic across a significantly broader range of betting opportunities than conventional implementations.

Available directly or via the Sportradar Unified Odds Feed, the solution is designed for rapid integration into existing sportsbook infrastructure and can be deployed across multiple sports, competitions and leagues.

Andy Phillips, Chief Business Development Officer at Sporting Risk, said:

"Operators are constantly looking for new ways to stand out in increasingly competitive markets. Promotional Markets do exactly that. They give operators a differentiated betting experience that keeps customers engaged throughout the match, without relying on bonuses or free bet campaigns.

"SureSub is a natural addition to that portfolio. It's a mechanic customers already understand, but we've expanded it across a much broader range of player prop markets. Combined with our distribution through Sportradar, operators can now roll out SureSub at a scale that simply hasn't been possible before."