Betfred, the renowned UK-based bookmaker, has extended its partnership with The Jockey Club, further solidifying its support for The Derby Festival, set at Epsom Downs. The renewed collaboration secures Betfred’s involvement with The Jockey Club until at least 2026 and should be welcome news for fans of the sport.

The Two Parties Strengthen Their Collaboration

Betfred and the Jockey Club, the UK’s largest commercial horse racing organization owning 15 of the country’s famous racecourses, first announced their collaboration in April 2023. The deal saw the leading independent bookmaker in the UK become the new sponsor of The Oaks and The Derby at Epsom Downs, setting the stage for future collaboration.

According to the newest sponsorship deal, starting in 2024, the iconic two-day flat race will officially be known as The Betfred Derby Festival as the operator strengthens its commitment to one of the most prestigious events in the racing calendar. Fred Done, Betfred Group chairman, emphasized the company’s eagerness to elevate the festival’s prominence.

We are delighted to further develop our support of the Betfred Derby Festival and… keep the fixture at the forefront of world racing.

Fred Done, Betfred Group Chairman

The partnership extension secures Betfred’s involvement with The Jockey Club until at least 2026. In addition to the naming rights for the festival, Betfred’s agreement includes bolstering their support for the event by backing an extra race on each day of the Festival. This augmentation brings the total sponsored races across the two days to six, enhancing the racing experience for participants and spectators.

Horseracing Remains at the Core of Betfred’s Business

Betfred, founded in Salford in 1967 by Fred Done, has grown into the largest independent bookmaker in the UK with 1,400 high street shops. Beyond its significant presence in the UK, the company operates globally, expanding into South Africa and the USA. The operator’s willingness to expand into new verticals has also bolstered its considerable momentum.

This newest collaboration extension follows Betfred’s sponsorship involvement in major racing events, including The Oaks and The Derby at Epsom, demonstrating its continuous commitment to supporting British horseracing. Amy Starkey, managing director at Jockey Club Racecourses, also hailed the extended partnership as a significant development, expressing enthusiasm for the future collaboration.

Our relationship with Betfred spans many years and many major races, and we are delighted to be strengthening our partnership at Epsom Downs.

Amy Starkey, Jockey Club Racecourses managing director

The extension of the partnership between Betfred and The Jockey Club underscores a shared dedication to enhancing the quality and prestige of The Derby Festival, promising an exciting future for racing enthusiasts worldwide. It also further bolsters the operator’s leading position in this vertical, serving as an exciting start to 2024.

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The regulator in charge of advertising across the United Kingdom, the Advertising Standards Authority (ASA), challenged whether an advertisement of Betfred that aired back in April was directed toward individuals under the age of 18. The advertisement in question was streamed during the PrestonPlayz program, popular for its content including games such as Minecraft, on the over-the-top streaming service, The Roku Channel on April 17, 2023.

In its advertisement, Betfred promoted its Live Betfred Casino with a voice-over saying: “Welcome to Betfred Casino. Here you can play a range of slot and table games or take a seat in our live casino.” Considering the platform that was used for the advertisement, the ASA challenged whether the ad was directed at audiences under the age of 18.

The scrutiny of gambling advertisements comes at a time when the ASA ramped up its rules for such ads last year. The Authority’s ultimate goal was to decrease the possibility of underage individuals viewing gambling advertisements. Effectively, gambling operators in the UK are required to comply with those regulations, ensuring that the advertisements for their products do not appeal or reach underage audiences.

In the recent case, Betfred responded that it took proactive steps to ensure that its advertisement complies with the existing regulations. Upon sourcing an agency to air the ad in question, the operator specifically requested for the target audiences to be above the age of 18, underlining its commitment to advertise only with adult audiences.

Betfred said that as a streaming service, Roku requires its users to confirm they are above the age of 18 when registering. Moreover, the operator said that the TV agency received those instructions and disclosed them to Roku at the start of the advertising campaign.

The Advertisement Breached Cap Code Rules

According to Betfred, considering Roku’s requirement for users to be at least 18 to register, anyone who shared an adult’s account or misrepresented their age breached the platform’s terms of use. Despite the actions taken by the operator, the ASA assessed that the ad breached the CAP Code rules.

Upholding its decision against Petfre Ltd t/a Totesport, Betfred, the advertising gambling regulator concluded that the advertisement breached CAP Code rules 1.3, related to social responsibility, 16.1 and 16.3.13, related to gambling. As a result, the ASA said the advertisement must not appear again without specific controls that seek to reduce the likelihood of people under the age of 18 being exposed. Additionally, the regulator asked the operator not to use media with a “disproportionately large audience of under-18s.”

Recently, another ad by Betfred was under fire by the ASA. The advertisement in question was released via X ahead of upcoming fights for Anthony Joshua.

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The leading betting and gaming operator that is recognized around the globe, Betfred, announced the launch of its first-ever Christmas advertisement, promoting a special festive draw. Released on Monday, the new advertisement promotes Betfred’s special holiday £5 million ($6.2 million) giveaway. Ultimately, the campaign seeks to make five Betfred customers millionaires this Christmas.

To create the new ad, Betfred collaborated with the leading creative and production agency, Zút. Not unexpectedly, the advertisement features the popular Christmas song “Let it Snow,” as it tells the story of different people who are all asking the same question: “Will it snow this Christmas?”

Although the new ad was released Monday, the giveaway promotion is available from November 10, 2023. Sports fans, bettors and online gamblers who want to participate in the giveaway will have until December 24, 2023, to opt into the draw. Additional entries, up to 100 per person, can be secured for every £1+ wager placed on Betfred.com.

Betfred’s new festive giveaway will make five customers millionaires this Christmas, given that it snows on Christmas day. The operator’s festive promo will give five prizes, £1 million ($1.2 million) each if there is snow lying at London Heathrow Airport weather station on December 25, 2023, at 9 am. According to the advertisement, the winners of the special holiday promo will be selected and notified on January 14, 2024.

The Festive Draw Brings Excitement to Zút, Betfred

Matt Thompson, Zút’s creative director, explained that the company wanted to create a special campaign that makes people smile just in time for the holiday season. He explained that Betfred’s debuting Christmas ad featured a popular soundtrack and people who wore colorful costumes, underlining the cheer and joy the holidays bring.

Thompson added that the advertisement was the result of a collective effort. “We worked closely with the Betfred team at all stages of planning and production and having their expertise was vital. We’re all really proud of this campaign – now all we need is snow,” he said in conclusion.

“With all the brilliant sport at Christmas, we wanted to add some extra excitement for our customers.“

Joanne Whittaker, CEO at Betfred

Joanne Whittaker, Betfred’s CEO, added that the company wanted to deliver more excitement for its growing customer base. “Our team came up with the idea of our biggest-ever giveaway, which then prompted our first-ever Christmas advert,” she added. Finally, Whittaker said that Betfred is looking forward to seeing snow on Christmas so it can make five lucky customers millionaires.

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Leading betting operator Betfred has announced an extension of its partnership with the Super League, the top-flight rugby league in Europe and the United Kingdom. As a result, the gambling company will continue to serve as a sponsor for another three years.

The operator first joined forces with the league in 2017. Eventually, the two parties expanded the deal to also cover men’s and women’s wheelchair rugby, the English national team and the Challenge Cup.

The current deal extension will see Betfred increase its sponsorship by 25% and include a unique new full-size pitch covering for the Wheelchair Rugby League. The pitch will be used for the first time during the upcoming Wheelchair Super League Grand Final in Manchester and then at the World Cup final between England and France in Leeds next month.

In the meantime, Betfred and the Rugby Football League will continue to promote safer gambling across the world of rugby. The renewal of the partnership between Betfred and the Super League also takes into account the principles of the recently proposed Sports Sponsorship Code.

This Is One of Betfred’s Most Significant Partnerships

Rhodri Jones, the managing director of RL Commercial commented on the partnership, praising its significance to the rugby sector. Jones noted that Betfred has much in common with the league, which is why this partnership has been so successful.

The MD also thanked Betfred for its support during the pandemic and the operator’s increased support of the sector. Thanks to the operator’s unwavering backing, the league has now re-emerged stronger than ever.

Jones concluded:

This deal is surely unique in including a bespoke pitch-covering which provides such exciting opportunities for Wheelchair Rugby League to continue its growth since last year’s World Cup triumph. It is another tangible example of Betfred’s support of all levels of Rugby League.

Rhodri Jones, MD, RL Commercial

Betfred’s chairman, Fred Done, said that his company’s partnership with the Rugby League is one of its most successful ones.

The sport has been working tirelessly to become one of the most inclusive in the world and it is important that this includes the Men’s, Women’s and Wheelchair versions of the game, so I am delighted to be able to provide the new pitch covering for Wheelchair Rugby League to help with this.

Fred Done, founder & chair, Betfred

Done concluded that he is looking forward to continuing his work with the league.

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UK gambling firm Betfred has been unveiled as the new sponsor of the St Leger festival following a multi-year deal between the firm and the operator of the event.

The new arrangement between Betfred and Arena Racing Company (ARC) means that the gambling firm will now sponsor three of the five British Classics and will be joining the likes of William Hill and Ladbrokes as a sponsor of Britain’s oldest Classic dating back to 1776.

Commenting on the sponsorship, Betfred’s founder Fred Done outlined that sponsoring the St Leger festival means more than just business for his company – it is a privilege – and he is “proud to be associated with the world’s oldest Classic which is synonymous with great horses like Triple Crown winner Nijinsky, Dunfermline for the Queen and Oh So Sharp for Sir Henry Cecil.”

Under the terms of the deal with ARC, Betfred will sponsor several of the major supporting races among which the Doncaster Cup and Champagne Stakes, and ARC’s chief executive officer Martin Cruddace was more than happy to welcome the firm as the headline sponsor of the St Leger festival.

Fred Done and his team have long been keen supporters of British racing, and the inclusion of this historic race meeting into their sponsorship portfolio is another indication of their commitment to the sport.

Martin Cruddace, CEO, ARC

Betfred will replace Cazoo, the sponsor of the last two runnings of the St Leger festival which is the final British Classic of the season and will take place from September 14 to September 17. The first two Classics, the 2,000 and 1,000 Guineas, will take place at Newmarket this weekend and will be sponsored by Qipco.

The new sponsorship followed less than a month after Betfred was designated as the sponsor of The Oaks and The Derby at Epsom Downs following the three-year deal with another of the major owners of racecourses in Britain, the Jockey Club.

The St Leger festival sponsorship will significantly expand Beftred’s presence in Britain’s horse racing over the next three years and help the brand which was once a prominent sponsor of horse racing in the country to accelerate its return to the sport’s sponsorship top.

In the past, Betfred has associated with sponsorships of the Ebor, Cambridgeshire and Cesarewitch handicaps, as well as the country’s jewel in the crown, the Cheltenham Gold Cup, but stepped back, when the exclusive license to operate pool betting at racecourses held by Tote, the operator Betfred acquired in 2011, ended in 2018.

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The World Putting League was possible thanks to the efforts of data and streaming rights holder Pro League Network (PLN). The company specializes in niche sports, recognizing minigolf’s potential to deliver a thrilling betting experience. Operators DraftKings and Betfred are already on board with comprehensive odds and analyses, benefiting from the seasonal slowdown in high-profile sports events to deliver a more experimental experience.

Fans Can Wager on a Novel and Exciting Event

PLN has found substantial success targeting more niche sports experiences, especially those more suited to wagering. Minigolf is a true standout, offering a significantly more compact tournament than the PGA while retaining the many in-game betting opportunities. The fact has not escaped leading operators like DraftKings and Betfred, which have prepared an extensive program for the upcoming event.

The World Putting League Championship starts on 20 April, featuring 36 putters tackling four daily rounds on an 18-hole course. Partnering sportsbooks have already prepared the odds for the event, singling out pro putter Matt McCaslin as the most likely victor. Bettors can also wager on the lowest score for each round, each player’s holes in one, and many more.

The League is notable as the first US minigolf tournament to feature legal betting. PLN hopes that the option will appeal to fans of the sport and hopefully attract new audiences thanks to its popularity with casual players. This second iteration of the tournament will again broadcast live on the WPL website.

Even Niche Sports Can Generate Substantial Hype

Such increased Sportsbook attention should significantly benefit the US minigolf scene in the long run. PLN co-Founders Bill Yucatonis and Mike Salvaris noted that the added revenue streams would allow niche sports to sustain themselves and hopefully grow their fanbases. According to them, such events could take advantage of days without many wagering options and help maintain better engagement.

There are passionate fans out there of sports that don’t make it on ESPN. These audiences are significant, loyal, and in many cases already bet informally.

Bill Yucatonis and Mike Salvaris, PLN co-Founders

Introducing sports betting to smaller sports presents unique challenges and leaves them more susceptible to integrity violations. However, PLN has introduced rigorous procedures and data standards to combat potential breaches, depending on a state-by-state approval process. The first iteration of the World Putting League demonstrated that integrity was not an issue, so the trend will hopefully continue.

Securing the attention of two high-profile sportsbooks is a significant victory for US minigolf. The increased exposure will leverage existing fans and hopefully spread awareness of the exciting moments the sport can generate. With a growing audience, even a niche tournament can generate substantial interest, benefiting athletes, fans, and sportsbooks alike.

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Gambling software developer Playtech announced an extension of its exclusive partnership with Betfred. The two companies will continue their collaboration, which will see the former company supply the operator with more sports betting machines.

As agreed, more Playtech Self Service Betting Terminals will be installed in Betfred shops, helping Betfred keep up with the rising demand for sports betting. Over the past two years, the number of such machines employed by Betfred has swelled by a stellar 50%.

In addition, the expanded deal will make horse and dog racing markets available to Betfred customers for the first time. In addition to that, a variety of recent exciting features and products will be added to Betfred’s arsenal. These include Playtech’s new and improved Betbuilder, dynamic content display and premium content.

Playtech has cemented its reputation as a top provider of retail sports betting terminals. The company is famous for the quality of its products and its exclusive features. Betfred, on the other hand, is a top sports betting operator that will greatly benefit from the deal and expanded lineup of Playtech machines.

Playtech Is Happy about the Opportunity to Reach More Players

The expanded agreement was addressed by representatives of the two companies.

Betfred’s group chief operating officer, Mark Stebbings, said that the agreement highlights the importance of the relationship between the two companies. He lauded Playtech as a market leader in retail betting machines and said that Betfred’s deal with the supplier will only continue to grow in importance.

The importance of Betting terminals to our retail offer continues to increase, becoming an increasingly essential gaming component for our customers and, therefore, a crucial part of the future of our company.

Mark Stebbings. COO, Betfred

Shimon Akad, Playtech’s chief operating officer, also commented on the agreement. He said that Betfred is a major gambling business that continues to grow in strength and popularity. Akad is happy about the opportunity to supply Betfred with more machines, helping it meet the demands of its players.

Expanding the capacity of the Betfred offering through both more terminals and an ever-increasing range of betting events and exciting features has been a key pillar of our work together as we continue to develop new technologies aimed at digitizing the retail space and adapting to the changing Retail customer demands.

Shimon Akad, CEO, Playtech

Akad added that there is still room to improve and further develop this partnership. He concluded that the Playtech team continues to look for opportunities to proliferate the company’s products and machines.

A few days ago, Betfred secured an esports-oriented deal with PandaScore.

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PandaScore, a French provider of esports data and odds, has penned a new partnership agreement with the global betting operator Betfred. Per the deal between the two companies, the latter will bolster its esports betting product by integrating the supplier’s full esports betting portfolio.

PandaScore’s product offering currently includes 308 unique esports betting markets and more than 32,000 competitive events a year. The supplier, furthermore, boasts an average year-on-year turnover increase of 33% for operators.

PandaScore is fully committed to growing esports and the esports betting vertical while driving innovation in the sector. The company is backed by an experienced and professional trading team and is further powered by extensive player props markets, customer engagement widgets and an esports-oriented BetBuilder solution.

The provider’s BetBuilder product is the richest of its kind in the entire esports betting industry, the company claims.

The partnership between PandaScore and Betfred is set to launch later in 2023. It will help Betfred expands its esports betting portfolio and attract more esports punters in the United Kingdom. Betfred is a leading operator that has a strong presence in the United Kingdom’s retail and online sectors.

The Deal Will Help Betfred Engage UK Players

Spokespeople from the two companies addressed the new agreement. According to Dasha Kirilishina. PandaScore’s senior sales manager, the provider is thrilled by the opportunity to work with Betfred and help it grow its esports product.

Kirilishina added that her team cannot work to launch its products with Betfred and deliver richer experiences for the players and strong and sustainable growth for the operator. She noted that her team is fully committed to helping Betfred engage esports aficionados.

At PandaScore, the real work begins after the client has signed, as we focus on the success of our partners and our customer success team works tirelessly to guarantee that.

Dasha Kirilishina, senior sales manager, PandaScore

Meanwhile, Craig Reid, Betfred’s trading director, said that his team is just as excited to work with PandaScore and incorporate its products into the Betfred platform. He is certain that this agreement will help his team attract a wider audience in the UK where esports is a very popular wagering vertical.

There’s a strong appetite for esports betting in the UK, so it made sense to partner with a data and odds supplier like PandaScore to give our customers more of what they love.

Craig Reid, trading director, Betfred

Speaking of Betfred, the wagering company recently launched a new IGT-powered sportsbook in the US state of Nevada.

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Provider of know-how and options to the worldwide gaming business Worldwide Sport Expertise (IGT) introduced it has signed a brand new PlaySports know-how settlement with sports activities betting operator Betfred.

Skilled Crew, Confirmed Expertise

The brand new multi-year partnership will see Betfred enter the Nevada betting market by leveraging IGT’s PlaySports resolution to energy sports activities betting operations on the Mohegan Solar Sportsbook inside Virgin Inns Las Vegas, a part of Curio Assortment by Hilton.

“IGT PlaySports’ exceptional popularity and affect within the US sports activities betting market, coupled with their potential to navigate advanced regulatory environments, give Betfred supreme confidence in our option to associate with IGT in Nevada,” mentioned the chief working officer of Betfred USA Sports activities, Bryan Bennett.

Bennett additionally hailed the “skilled, in-market staff and confirmed know-how” utilized by IGT’s PlaySports that can assist Betfred create “a aggressive and interesting betting expertise” on the earth’s most fun gaming vacation spot and provides the choice to scale operations by pursuing further market alternatives.

The retail sportsbook at Mohegan Solar would be the first Betfred sportsbook within the US powered by IGT’s PlaySports know-how, and whereas the partnership will begin with retail sports activities betting, Betfred intends to launch a PlaySports-powered cellular sportsbook sooner or later.

Sportsbook to Enchantment to Followers and Guests

Joe Asher, president of Sports activities Betting at IGT, additionally commented on the partnership with Betfred, stressing the affect Fred Completed had on the ultimate determination to associate with the betting operator. He outlined that he had personally attended the latest Nevada Gaming Management Board listening to to have the ability to see the proprietor of the UK-based sports activities betting operator.

“He’s a legend in bookmaking and Betfred is among the most legendary manufacturers within the sports activities betting business,” Asher mentioned about Completed and his sportsbook model, feeling honored “to work with Fred’s staff within the US and so they introduce the Betfred product in Nevada” and assist the model to “create a profitable sportsbook that can attraction to native sports activities followers and guests alike.”

Offering sports activities betting options to energy greater than 80 gaming venues throughout the US and Canada, IGT’s latest partnership with Betfred is ready to additional broaden the know-how provider’s footprint within the sports activities betting market in Nevada.

Final month, IGT signed an settlement with UBetOhio and deployed its PlaySports QuickBet Kiosks at eating places and bars throughout Ohio and additional introduced that its PlaySports Pad would comply with go well with with deployment within the coming months.

In Europe, IGT prolonged its contract with Société de la Loterie de la Suisse Romande to proceed to energy the lottery operator with its world-class lottery know-how till 2031.

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