Betfred and Sky Sports enter into partnership
The whole portfolio of all seven Sky Sports channels will be made available in all 1,360 shops owned by Betfred across the UK from this month.
Sky Sports content will be broadcast through Betfred’s in-house Beftred TV channel, with coverage to include football’s English Premier League, golf’s Ryder Cup and the Formula 1 motor-racing championship.
Betfred Retail managing director Mark Stebbings said: “Exciting live sport and a great customer experience are at the heart of our brand, so it’s great news for Betfred customers that we’ll be bringing them live Sky Sports content in our high-street shops.
“Sky Sports will greatly enhance our in-house Channel Betfred TV and make live betting even more exciting.”
“We’re really pleased to be working with Betfred to distribute our unrivalled schedule of live sport throughout their estate,” James Tweddle, sales director at Sky Business, added.
“We bring more of the sport that matters to betting customers, from live Premier League, with 75% of matches exclusively live on Sky, to Sky Sports News HD, offering Betfred customers non-stop valuable information about live scores, team formations, injuries, form and more.
“We’re looking forward to strengthening this great new partnership over the coming years.”
Brothers Fred and Peter Done started the chain with a single betting shop in Salford, UK in 1967 and have since built it into the world’s largest independent bookmaker. Befted boasts of being a fun and friendly company who does what is best for its customers and have made its name with its unique Double Delight & Hat-Trick Heaven promotion. Betfred is the official betting partner of Wembley National Stadium and is a sponsor of numerous sports events. Its head office is in Brichwood, Warrington and the managing director is John Haddock who started with the firm as a regional manager.
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