UK pay-television broadcaster BT Sport has announced its channels will be available in Betfred stores throughout the bookmaker’s nationwide chain for the next three years.
The deal is BT Sport’s first major contract within the gaming sector and means Betfred customers will be able to watch a range of events, including football content such as 38 games from the English Premier League in the forthcoming 2013-14 season, FA Cup matches and action from the Uefa Europa League.
BT Sport is seeking to challenge rival pay-television broadcaster BSkyB’s dominance of the UK market and more than 500,000 households are already signed up to its service.
Bruce Cuthbert, director of commercial customers at BT Sport, said: “We are delighted to announce our first major contract in the gaming space. We are already seeing fantastic levels of interest and sign ups in BT Sport across pubs, clubs and hotels, as hard-pressed owners who have been priced out of the market by Sky in recent years look to offer their customers some really top class sport at an affordable price.”