It has been announced today that sports content from the Spotlight Sports Group is to go live in Flutter Entertainment’s Paddy Power betting shops in the United Kingdom and Ireland.
Sports analysis and data will be launched in retail properties across both countries in a first of its kind deal from Spotlight, the home of Racing Post, one of the biggest brands in sports betting, particularly for horse racing.
Expert opinions, multi-lingual information and short form tips are just the tip of the iceberg in terms of the high quality, comprehensive data provided by the Spotlight Sports Group, including journalistic pieces from English former professional footballer Steve Palmer and Mark Langdon, Racing Post’s head of sport content who has previously contributed to The Guardian and FourFourTwo.
Customers who visit their local Paddy Power betting shops will be able to benefit from sports insights and expert opinions on over twenty different sporting markets, including tips, predictions and news.
According to reports, one of the primary reasons why this agreement has been reached is to boost customer engagement between betting provider and visitors to local retail betting shops. Additional content also includes outright event betting and match by match data.
Paddy Power is ready to roll out the content from Spotlight to its high street venues in more than 400 different shops across the UK and Ireland, many of which have been shuttered and impacted by the recent Covid-19 pandemic measures, which in turn Paddy Power is looking to recover from with a packed schedule of sports events over the festive period.
Alan Pepperell Spotlight Sports Group Retail Director spoke out about the news and what it means for both fims:
“This is a big step for us as a business. For a very long time we’ve worked closely with Paddy Power delivering Racing Post horseracing and greyhound content in-store and online, however this our first steps into sport across a full retail estate.
The Spotlight content goes beyond the odds to engage betting shop customers and give them a snippet of expert analysis to help inform them and make better betting decisions.
We’re excited to see it in shops and we hope it gives retail customers and owners that boost that is needed after a trying year.”
Head of Retail Product Management at Paddy Power Steven Dalton added:
“We know Racing Post content has been a staple of betting shops for years and we’re fully expecting Spotlight sport content to continue that trend.
We’re excited to see how customers interact with the content and use the tips and verdicts to inform their betting further in our shops.
We know this year has been a challenging one for retail so we’re continually trying to improve the customer experience and we expect that by introducing more information and independent tipping content our customers will have a more enjoyable retail experience.”