UK-based betting and gaming operator Betfred has become the latest to join international sports betting integrity association ESSA.

ESSA said that addition of Betfred, a leading UK retail and online betting provider, will help increase the scope of its monitoring and alert platform.

“Betfred is a household name with around 20 per cent of UK retail betting shops which goes alongside a substantial online sports betting presence in the UK and many wider international markets,” said ESSA secretary general Khalid Ali. “There is clear value for all stakeholders focused on protecting integrity in bringing Betfred within our international monitoring platform.”

Founded in 1967 as Done Bookmakers, the company was rebranded in 2004 and currently operates a network of over 1,650 retail shops across the UK. It also serves as a sponsor of major sporting events including Rugby League’s Super League and the World Snooker Championship.

“Helping maintain the integrity of sporting events for our customers is a core component of our business model and is recognised through the value we place on upholding a high level of social responsibility,” said Betfred group trading director Craig Reid.

“Betfred is proud of its commitment to providing an efficient, secure and fair service. ESSA’s global reputation for tackling integrity provides the best platform from which to deliver our goals and we are looking forward to working closely with the association.”

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