Skys The Limit For Laddies

04th March, 2013

Skys The Limit For Laddies

One of the leading lights in the UK online and retail sports betting industry have signed a deal with leading sports provider Sky Sports, to have their wall-to-wall sports coverage piped directly into their retail estate of betting shops. 

Harrow based online betting company Ladbrokes have penned the deal with Sky Sports, to distribute coverage of sports such as Premier League Football, World Darts, Cricket and F1 Motor Racing to each of it's 2,500 betting shops.

The deal with BSkyB will be installed not only in the UK, but also Ladbrokes modest Irish estate, that will see them compete with the likes of Paddy Power and Boylesports.

A spokesman for Rayners Lane betting company said of the deal…

'The deal will support the evolution of Ladbrokes shops, by enhancing the customer's experience whislt in-venue.'

The new shop refit will see video walls installed into each shop, each shop tweaked to show relevant programmes for that area and taste.

A spokesman for BSkyB said of the deal…

'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.'

Retail MD of Ladbrokes, Nick Rust said of 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.'

The deal will be seen as a key milestone in their strategy to increase their betting in running product within shops - something that has seen a boom on their online betting site, Ladbrokes.com thanks to their crazy half-time ads featuring Sky pundit and match analyst, Chris Kamara.