BSkyB to Supply Sports Content to Ladbrokes Betting Shops

Posted: March 1, 2013

Updated: October 4, 2017

BSkyB and Ladbrokes reach an agreement to supply the gambling group’s outlets with Sky Sports content.

British television broadcasting company BSkyB sings a contract with land-based and online gambling provider Ladbrokes to supply Sky Sports content to each and every brick-and-mortar betting shop of the gambling group on the British Isles.

Ladbrokes not only operates one of the most prominent online sportsbooks in United Kingdom, but also has around 2,500 land-based betting shops in the UK and Ireland.

The contract is in full compliance with the British gambling laws and in line with Ladbrokes strategy, where customers will be supplied with enhanced experience while betting in-venue. The sports television content will be placed on specially created video walls, catering to local bettors interest.

Last year Ladbrokes retail outlets saw double digit growth in operating profits, and the group is confident it can further increase its “Bet in Play” revenues via the latest deal with BSkyB. On top of the content supply, the agreement will also enable the two giant companies to boost joint product innovation seeking to come up with greater customer interaction and engagement.

The supplied content will be covering a long list of sporting events including the Premier League, UEFA European Cups, Football League, Formula 1, golf, rugby and much more. The coverage will be provided 24/7, 365 days a year.

Managing Director of Sky Business, David Rey, had the following comments for United Kingdom gambling news: “The demand for high quality sports content has never been greater and we’re delighted to bring the entire Ladbrokes estate the full Sky Sports package. There’s no better place than Sky Sports for a vast array of sports scheduled across six channels which enhances customer engagement and betting opportunities.”

Nick Rust, UK & Ireland Director at Ladbrokes, also commented the deal: “Sky deliver compelling coverage of a range of live sports and will help us deliver a differentiated experience to Ladbrokes customers throughout the UK and Ireland.”

Notify of
Inline Feedbacks
View all comments