Sky Sports to feature in Ladbrokes retail betting outlets

BSkyB (Sky) has entered into a multi-year agreement with British land and online gambling group Ladbrokes which will see Sky Sports distributed to the group’s entire estate of over 2,488 betting shops across the United Kingdom and Ireland.

The agreement will support the evolution of Ladbrokes shops by enhancing the customer’s experience whilst in-venue, a company spokesman said Thursday. As part of the roll out, Sky Sports content will be displayed across newly created video walls, tailored to local customer preferences.

Ladbrokes’ retail business experienced double digit growth in operating profits during 2012 . The gambling group believes that there is significant potential to increase ‘Bet in Play’ in retail.

In addition, and both Sky and Ladbrokes will seek to drive new product innovation to create greater interaction and engagement with customers.

Content will cover a diverse range of sports that includes Premier League, Football League, UEFA Champions League, Formula 1, golf and rugby union 24 hours a day, seven days a week and 365 days a year.

David Rey, md of Sky Business said: “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, Director (UK and Ireland), Ladbrokes said: “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.’’

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