Brussels, 11 July 2018: Major UK-based operator Betfred has joined international sports betting integrity association ESSA (Sports Betting Integrity). Betfred is one of the largest UK retail operators and has a sizeable international online business. The move will increase the scope of ESSA’s monitoring and alert platform and will also further strengthen the association’s position as the regulated private sector’s representative body on betting integrity.

Betfred was established in 1967 as Done Bookmakers with a single shop in Salford. Following a number of acquisitions it rebranded to Betfred in 2004. That year also saw it launch a digital platform and offer sports betting and gaming online. Betfred currently operates over 1,650 retail premises throughout the UK. The operator is a major sponsor of sporting events, notably Rugby League’s Super League competition and the World Snooker Championship.

Khalid Ali, ESSA Secretary General, stated: “ESSA is delighted to welcome Betfred into its ranks. The operator is a household name with around 20% of UK retail betting shops which goes alongside a substantial online sports betting presence in the UK and many wider international markets. There is clear value for all stakeholders focused on protecting integrity in bringing Betfred within our international monitoring platform.”

Craig Reid, Group Trading Director at Betfred, said: “Helping maintain the integrity on sporting events for our customers is a core component of our business model and is recognised through the value we place on upholding a high level of social responsibility. Betfred is proud of its commitment to providing an efficient, secure and fair service. ESSA’s global reputation for tackling integrity provides the best platform from which to deliver our goals and we are looking forward to working closely with the association.”