SBC News Voice of the Sports Betting Industry
Betfred has extended its title partnership of the British Masters, continuing the bookmaker’s relationship with the European Tour event for a further two years.
As a result of the extension, the betting operator will continue its partnership with the golf tournament, along with working with the event on a range of initiates. The deal continues the firm’s growing relationship with the UK competition, which officially began in 2019, with the European Tour event being called the Betfred British Masters on two occasions.
Betfred boss Fred Done stated: “I am delighted to announce an extension to Betfred’s commitment to the British Masters. Despite the obvious challenges of staging this year’s tournament, both the European Tour and Close House have done a tremendous job.
“We have had two fantastic hosts in Tommy and Lee, and I’m looking forward to more of the same next year at the 2021 Betfred British Masters.”
Former World Number One, Lee Westwood, added: “It’s brilliant that Betfred have stuck with us through the good times but also now through the more challenging times. Fred Done and his whole team have done everything we’ve asked from them.”
Betfred has also made a significant contribution to the Tour’s #GolfforGood campaign by donating to the tournament’s official charity. As a result of Jack Senior’s hole in one on the 14th hole, Betfred donated £50,000 to the Sir Graham Wylie Foundation, with a further £16,000 – £1,000 for each birdie posted by Westwood. Additionally, the European Tour also donated £50,000 to the charity.
Keith Pelley, Chief Executive of the European Tour, commented: “Betfred have been a terrific partner over the past two years and they have been incredibly supportive over the past few months during the various challenges brought about by the pandemic.
“We are therefore delighted they have agreed to extend their sponsorship of the British Masters for an additional two years, which speaks volumes about their commitment to this tournament and our Tour.
“I’d like to personally thank Fred Done and the team on behalf of all our players and we look forward to continuing the partnership over the next two years, adding to the proud history of this tournament.”
This year’s British Masters, which was hosted by Lee Westwood, took place without any crowds due to the global health pandemic creating restrictions and guidelines in the UK. However, the event did take place last week as part of the European Tour’s revised schedule.
