New partnership

Betfred Sports to sponsor The Game Day's two new NFL shows

Betfred USA Sports is the wholly-owned US subsidiary of UK's Betfred Group.
Reading time 2:06 min
As a result of the newly announced deal, the sportsbook will sponsor two of the media company's flagship NFL shows: Take the Points and Ride With. Betfred Sports considers acquisition marketing critical to the success of its intentions to build momentum in the U.S. market, and expects the partnership to strengthen its efforts.

Betfred Sports will be sponsoring media company The Game Day’s new expanded NFL programming, both parties announced on Monday.

The sponsorship will cover two of The Game Day’s flagship NFL shows: Take the Points and Ride With. These two series are set to lead the company’s full weekly lineup of NFL content and programming “throughout the 2021-2022 NFL Season,” according to a press release.

Take the Points is a weekly betting debate show, which will be hosted by sports gambling expert and analyst Jordan Schultz, while Ride With “takes viewers to the stadiums” for the biggest game of the week as host Katie Mox places her best bets and finds out if the fans are “riding with” or fading their picks.

“Over the past year, The Game Day has seen significant growth in what’s become a highly engaged sports fan base, as we continue to look to service everyone from casual bettors through to the most knowledgeable gamblers,” said Matt Heiman, Founder and CEO of The Game Day.

The media company’s CEO considers that the Betfred Sports deal further strengthens The Game Day’s lineup of marquee brand partners, and stated he is pleased that the continuing business growth has driven “demonstrable engagement and ROI” for affiliate partners.

As a result of said growth, the digital sports media company now provides news, entertainment, real-time updates and resources including odds and expert picks to a community of more than 3.35 million fans and gamblers. It also offers direct access to affiliated sportsbooks and promotions.

“This is a great brand to partner with to build on our momentum in the U.S. market,” said Bryan Bennett, COO of Betfred Sports. “Acquisition marketing is critical to the success of this operation, and we are confident that the The Game Day partnership can strengthen our efforts.”

Betfred USA Sports was created in Las Vegas in 2019, as a subsidiary of UK-based Betfred Group, which owns and operates over 1500 betting shops in the UK, as well as online and mobile products in UK and Spain.

Since entering the expanding US sports betting market, Betfred USA has become sportsbook sponsor of the Denver Broncos and Colorado Rockies, and is currently a licensed operator in Iowa, Pennsylvania, Colorado, Arizona and Louisiana, with Nevada, Washington, and Virginia “coming soon” pending regulatory approval.

As part of the conjoined announcement, The Game Day also provided details on the shows. Take the Points will feature a variety of guests, including Betfred Sports’ betting experts and a range of renowned sports analysts. It will air weekly on Mondays, at 12 pm ET starting September 27, via Facebook, YouTube, and Twitter.

Ride With will start on October 6 and will document “the adrenaline-filled journey” of sports gambling at the live game, with the potential “for a big final pay-off.” The show will post weekly on Wednesdays at 12 pm ET, via YouTube and Facebook.

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