Britain’s Ascot Racecourse has agreed an expanded three-year partnership with bookmaker Betfred.
As the official bookmaker of Ascot and Royal Ascot, Betfred will operate two on-site betting shops within the Grandstand and sponsor the Betfred Heritage Handicap on Summer Mile Day on 13 July.
Betfred will also serve as the official bookmaker of the Dubai Duty Free Shergar Cup in August.
“A big thank you to the Ascot team who have been a pleasure to work with and I am delighted to have agreed a deal to become the official bookmaker of Ascot and Royal Ascot and to see the Betfred brand back on the racecourse,” said Betfred founder Fred Done. “I will be offering Ascot punters the terrific value and bonuses available in all of our high street shops and look forward to welcoming you to the newly refurbished Betfred shops.”
The new partnership follows the launch last year of on-course pool betting service Bet With Ascot, which was developed by Ascot and Betfred-owned Totepool.
“We welcome this further strengthening of ties with Betfred, following the launch of Bet With Ascot last year in partnership with Totepool and, at Royal Ascot, the Hong Kong Jockey Club," said Ascot Racecourse CEO Guy Henderson. "Our thanks go to Roy Holbrook and Winning Post Bookmakers for all their support in their tenure as our on-course betting shop provider."
Juliet Slot, chief commercial officer at Ascot Racecourse, added: “We are delighted to welcome Betfred back to Ascot as official bookmaker. On course, Betfred will manage our fixed odds offering from two shops within the Grandstand.
“Betfred join our portfolio of 14 other official supplier brands and will be an important part of helping us deliver an excellent customer experience alongside our own pool betting operation, Bet With Ascot. We look forward to further developing our relationship with Betfred.”
In related news, Betfred has expanded its sports betting offering with Metric Gaming’s golf product.
"This is an exciting partnership for Metric Gaming and we’re delighted to partner with Betfred, one of the world’s largest gaming operators. Our leading product is a perfect match with their leading brand," said Metric Gaming CEO Martin de Knijff. "Betfred will immediately gain a product advantage on golf, one of the most popular recreational sports globally, through a service that provides an unparalleled product breadth and depth throughout the year.
"Through Betfred, golf fans will be able to access pioneering markets as we head towards the inaugural sponsorship of the Betfred Masters and the remaining Majors off the back of Tiger Woods winning the Masters at Augusta."
Betfred group trading director Craig Reid added: "We are always looking for new innovative products to help grow our portfolio of sports markets. The Metric golf product will differentiate Betfred from the marketplace offering our clients an exciting range of new fast moving in play markets. This week’s launch of the product could not be better timing as we ourselves launch sponsorship of the Betfred Masters."