Betfred launches TV channel

Betfred is to launch its first TV channel ahead of next week’s Cheltenham Festival, news that comes as head of marketing at Hilary Large exits.


Initially the channel will be broadcast in Betfred’s 1,365 high street outlets and feature racing personalities such as Alan Brazil, Gary Wiltshire and Derek Thompson as well as the bookmaker’s founder Fred Done.

Betfred’s TV channel will air content every day of the year except Christmas Day screening live racing footage as well as previews of upcoming events. It remains unclear if there are plans to air the content online or on linear TV.

Mark Pearson, Betfred, head of media, says: “Betfred TV will completely revolutionise the betting shop experience in the way we package, promote and preview sport.”

It is not yet known if Large has a job to go to or whether she will be replaced.

Meanwhile, Paddy Power is also preparing for Cheltenham Festival – the biggest event in the UK racing calendar – with a tongue-in-cheek online video tracking the source of a “dodgy” racing tip as part of its ongoing “We hear you” campaign.

Created by CP+B, the video tracks a supposed horse racing tip to its original source – a prankster prison guard – and ends with the messaging that Paddy Power’s racing tips are more reliable than alternative tipsters, plus a promotion of its “money back special”.