Betfred has agreed a multi-year deal with Sky to show Sky Sports in all of its 1,360 UK high-street shops. The complete portfolio of seven Sky Sports channels, including Sky Sports News HQ and Eurosport, has been available to customers in Betfred shops since 1 July.
Mark Stebbings, Managing Director of Betfred Retail, 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.”
James Tweddle, Sales Director of Sky Business, said: “We’re really pleased to be working with Betfred to distribute our unrivalled schedule of live sport throughout their estate. We bring more of the sport that matters to betting customers, with 75% of Premier League matches exclusively live on Sky.
“Sky Sports News HD also offers 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.”
Betfred is distributing Sky Sports content across its entire estate of shops via the Betfred TV channel. During the new Football season, Sky Sports will show 126 live Premier League games including the brand new Friday night slot, alongside exclusive live coverage of the English Football League and EFL Cup, La Liga, SPFL and Scottish Cup including exclusive coverage of Celtic vs Rangers clashes.