British bookmaker, BetFred, has announced that its online sportsbetting domain has become the first site of its kind to employ a range of content from the Racing Post newspaper in order to better engage with customers, improve retention rates and increase dwell times.

Boosted relationship:

According to an official press release published by, the operator revealed that its Gibraltar and United-Kingdom-licensed site at already utilized the Racing Post Sport package to offer punters a range of betting tips on football contests as well as horse and greyhound races.

Sizeable selection:

However, BetFred declared that the new rollout, which also encompasses its mobile-friendly platforms, will see this landscape grow to encompass ‘in-depth tipping verdicts for the biggest events in the sporting calendar’ covering sports as diverse as golf and basketball. The firm moreover stated that the launch ‘amplifies the strength of the partnership’ between the two and comes after its retail and digital platforms had found success with similar Racing Post products.

Intensifying incentives:

Lewis McMillan, Head of Digital Product for Betfred, used the press release to proclaim that the new content from the Racing Post will now inform bettors at ‘on a range of sports and is key to increasing bet stimulus.’ He additionally pronounced that the deal has seen his firm become ‘the first high street bookmaker to roll out the full Racing Post Sport package’ and is due to serve as a ‘powerful tool’ in assisting the United Kingdom-facing domain as it endeavors to increase its market share.

McMillan’s statement read…

“The hyper-competitiveness of the online space demands the evolution of our products and customer engagement strategies. So, complementing our existing Racing Post data package with a huge range of new sports was an obvious next step. Our online customers now have access to statistics-rich betting tips across the biggest events spanning the full sporting calendar. This product breaks through the hum-drum approach of delivering raw sports data to customers and blends data with expert opinion to offer a truly compelling customer proposition.”

Continued commitment:

For his part, Jack O’Reilly, Key Partnerships Manager for the Racing Post, used the press release to declare that BetFred will now be able to exploit its Racing Post Sports innovation to create ‘a product that engages the sportsbetting audience.’

O’Reilly’s statement read…

“We’re really excited to continue our partnership with a brand like Betfred on our full sports product. The content that is produced across all sports rivals the content we produce for horseracing and it is great that punters will now have the opportunity to be informed across an array of events.”