Ladbrokes Signs Multi-Year Agreement with Sky Sports

A new deal closed by BSkyB (Sky) with British land and online gambling group Ladbrokes this week will render Sky Sports distributed to the Ladbrokes group's 2,488 betting shops across the United Kingdom and Ireland. The multi-annual agreement strives to enhance Ladbrokes customers' in-venue experience with Sky Sports content which will be displayed across newly created video walls, built to local customer preferences. The content included in the new offering will involve a range of sports such as Premier League, Football League, UEFA Champions League, Formula 1, golf and rugby union 24/7/365. “Sky deliver compelling coverage of a range of live sports – and will help us deliver a differentiated experience to Ladbrokes customers throughout the UK and Ireland,” said Nick Rust, Director (UK and Ireland), Ladbrokes. According to David Rey, md of Sky Business, “The demand for high quality sports content has never been greater and we're delighted to bring the entire Ladbrokes estate the full Sky Sports package. There's no better place than Sky Sports for a vast array of sports scheduled across six channels which enhances customer engagement and betting opportunities.”