UK sportsbetting firm BetFred has announced that it has struck a deal with Sky that will see the company offering Sky Sports television content at its retail shops.
The deal will see all 1,360 BetFred shops offering all seven of Sky Sports' channels, allowing punters the chance to watch all of the different events in which they can place wagers on.
Commenting on the launch 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."
Sky Business Sales Director James Tweddle also commented, noting: "We're really pleased to be working with Betfred to distribute our unrivaled schedule of live sport throughout their estate. 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."