International edition
September 20, 2021

Ladbrokes believes there is great potential to increase ‘Bet in Play’ in retail

Sky and Ladbrokes announce multi-year agreement

(UK).- BSkyB (Sky) has entered into a multi-year agreement with Ladbrokes that will see Sky Sports distributed to the entire estate of over 2,488 Ladbrokes shops, across the United Kingdom and Ireland. The deal will support the evolution of Ladbrokes shops by enhancing the customer’s experience whilst in venue.


s part of this roll out, Sky Sports content will be displayed across newly created video walls and content will be tailored to local customer preferences.
The addition of Sky Sports to the entire Ladbrokes estate will help continue the reinvigoration of Ladbrokes’ retail business which saw double digit growth in operating profits during 2012. Ladbrokes believes there is significant potential to increase ‘Bet in Play’ in retail. In addition, both Sky and Ladbrokes will also seek to drive new product innovation to create greater interaction and engagement with customers.

Covering a wide range of sports – including the Premier League, Football League, UEFA Champions League, Formula 1, golf and rugby union – Sky Sports offers fans a comprehensive and dynamic service 24 hours a day, seven days a week and 365 days a year.

David Rey, Managing Director, 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. We’re thrilled to be working with Ladbrokes in a multi- year agreement and are looking forward to bringing sporting action and helping aid innovation in all Ladbrokes’ shops.”

Nick Rust, Director (UK & 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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