Betfred highlights integrity commitments with ESSA membership

UK-based operator Betfred has demonstrated its commitment to sports betting integrity, by joining the international sports betting integrity association ESSA.

Combining a large retail operation with its online business, the moves increases the reach of the ESSA monitoring and alert platform, whilst also further strengthening and enhancing “ the association’s position as the regulated private sectors representative body on betting integrity”.

Khalid Ali, ESSA Secretary General, stated: “ESSA is delighted to welcome Betfred into its ranks. The operator is a household name with around 20% of UK retail betting shops, which goes alongside a substantial online sports betting presence in the UK and many wider international markets.

“There is clear value for all stakeholders focused on protecting integrity in bringing Betfred within our international monitoring platform.”

Operating in excess of 1,650 retail premises throughout the United Kingdom, Betfred, previously Done Bookmakers until a 2004 rebranding, also counts a number a major sports sponsorships, such as those alongside Rugby League’s Super League and World Championship Snooker, amongst its stable.

Craig Reid, Group Trading Director at Betfred, said: “Helping maintain the integrity on 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.

“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.”