Betfred and Sky have agreed a multi-year deal to roll out Sky Sports across all 1,360 UK high-street shops, meaning Betfred customers can bet on the best live sporting action as it happens.

The complete Sky Sports portfolio of all seven Sky Sports channels including Sky Sports News HQ and Eurosport, will be available in Betfred shops from 1 July.

Betfred will distribute Sky Sports content across its entire estate of shops via the Betfred TV channel. The service will launch in store in time for the new football season when Sky Sports will show 126 live Premier League games including the brand new Friday night slot, alongside exclusive live coverage of the English Football League and EFL Cup, La Liga, SPFL and Scottish Cup including exclusive coverage of Celtic v Rangers clashes.

Alongside top football, Sky Sports also offers all four golf Majors plus the Ryder Cup, Formula 1, international and domestic rugby union, rugby league, every England home Test, ODI and T20 cricket match, darts and more.

Mark Stebbings, Managing Director of Betfred Retail said: “Exciting live sport and a great customer experience are at the heart of our brand, so it’s great news for Betfred customers that we’ll be bringing them live Sky Sports content in our high-street shops. Sky Sports will greatly enhance our in-house Channel Betfred TV and make live betting even more exciting.”

James Tweddle Sales Director of Sky Business said: “We’re really pleased to be working with Betfred to distribute our unrivalled schedule of live sport throughout their estate. We bring more of the sport that matters to betting customers, from live Premier League, with 75% of matches exclusively live on Sky, to Sky Sports News HD, offering Betfred customers non-stop valuable information about live scores, team formations, injuries, form and more. We’re looking forward to strengthening this great new partnership over the coming years.”