Betfred has become the first high street bookmaker to roll out the full Racing Post Sport package across their website and mobile app to help engage customers across an array of different sports. The launch of the sports content follows the success of other Racing Post products on Betfred’s digital and retail platforms.

The new deal amplifies the strength of the partnership between Betfred and Racing Post, with the bookmaker now using Racing Post tipping content for horse racing, greyhounds and football. The sports data and content covers all major global sports from golf to basketball. The API gives in-depth tipping verdicts for the biggest events in the sporting calendar covering all major betting markets specific to the sport.

High-quality, original content is proving a powerful tool to increase dwell time, engage customers and improve retention in the competitive online market. The sports content helps to inform customers on a range of sports and is key to increasing bet stimulus.

Speaking about the launch Lewis McMillan, Head of Digital Product at Betfred said: “The hyper-competitiveness of the online space demands the evolution of our products and customer engagement strategies. So, complementing our existing Racing Post data package with a huge range of new sports was an obvious next step. Our online customers now have access to stat-rich betting tips across the biggest events spanning the full sporting calendar. This product breaks through the humdrum approach of delivering raw sports data to customers and blends data with expert opinion to offer a truly compelling customer proposition.”

McMillan continued by discussing the partnership between Racing Post and Betfred saying: “We have worked closely with Racing Post for a number of years on horse racing, greyhounds and football products and this is the next chapter in a great partnership.”

Racing Post Key Partnerships Manager, Jack O’Reilly spoke about the relationship with Betfred and Racing Post B2B expansion into sport: “We’re really excited to continue our partnership with a brand like Betfred on our full sports product. The content that is produced across all sports rivals the content we produce for horse racing and it is great that punters will now have the opportunity to be informed across an array of events. With access to our expert content, combined with a slick betting journey, Betfred really has created a product that engages the sports betting audience.”