Betfred becomes member of ESSA

UK sportsbook operator Betfred has become the latest name to join ESSA, the international sports betting integrity association.

Betfred has committed to undergoing a rigorous due diligence process and signs up to the ESSA code of conduct, under which it is obliged to utilise ESSA’s monitoring and alert system and report any suspicious betting activity it sees.

Betfred currently operates over 1,650 retail premises throughout the UK and is a major sponsor of sporting events, notably Rugby League’s Super League competition and the World Snooker Championship.

In a statement announcing the agreement, 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.”

ESSA holds positions on high-level betting policy forums at the European Commission, Council of Europe and the IOC. Earlier this year, it signed an information-sharing agreement with UEFA, in which it pledged to support UEFA’s drive to rid football of match-fixing.

Khalid Ali, ESSA secretary general, added: “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.”