Betfred

Built on a World Cup Win

The origin story of Betfred is as quintessentially British as it gets: Fred Done placed a successful bet on England to win the 1966 World Cup, and with his share of the winnings — a few thousand pounds — opened the family’s first betting shop a year later. In an era when legal betting was still confined to over-the-counter slips and tobacco-stained racing papers, Fred and Peter ran the shop with a gambler’s instinct and a retailer’s hustle.

Their timing was impeccable. Betting shops had only been legalized in the UK in 1961, and the appetite for wagering — especially on horse racing and football — was growing rapidly. Throughout the 1970s and 80s, the Done brothers expanded their footprint across the North West, carefully consolidating their position as independent bookmakers in a market increasingly dominated by national chains.

By the late 1990s, the company (then trading as Done Bookmakers) was operating over 100 shops. But it was a bold marketing move in 1998 that first brought Fred Done national attention: paying out early on Manchester United to win the Premier League, weeks before the season ended. The stunt cost the company dearly — Arsenal ended up taking the title — but it cemented Betfred’s reputation as a bookmaker willing to take risks and chase headlines.

From High Street to Digital Empire

The rebrand to Betfred in 2004 coincided with the launch of Betfred.com and the company’s first steps into online betting. As the internet reshaped the industry, Betfred embraced digital channels without abandoning its core retail business. Even as competitors reduced their high-street presence, Betfred doubled down, acquiring hundreds of shops from rivals including Ladbrokes and Coral.

A turning point came in 2011, when Betfred won a high-profile bid to acquire the UK government-owned Tote for £265 million. The deal not only expanded its influence within horse racing, but also gave Betfred access to pool betting infrastructure and exclusive on-course rights — a major coup for a private company competing with publicly traded giants.

In the years that followed, Betfred consolidated its position as the UK’s largest independent bookmaker. As of 2025, the company operates around 1,200 betting shops and employs approximately 9,000 people. Its corporate headquarters is located in Birchwood, Warrington.

International Expansion and Diversification

While the UK remains Betfred’s home market, the past decade has seen the company expand aggressively abroad, most notably in the United States and South Africa.

In the US, Betfred entered the market post-PASPA under the Betfred Sportsbook brand, opening retail sportsbooks and mobile apps in a growing number of states including Colorado, Iowa, Pennsylvania, Arizona, and Ohio. The US division is headquartered in Las Vegas and operates as an independent arm with local licensing and marketing teams. It also maintains a partnership with the Denver Broncos (NFL).

In South Africa, Betfred has built a presence through land-based operations and strategic acquisitions. Its most high-profile move was the 2021 acquisition of a majority stake in LottoStar, a popular online betting platform offering fixed-odds lotto-style games. This positioned Betfred as a major player in one of Africa’s most promising regulated markets.

Betting Products and Player Experience

Betfred has built its product portfolio around variety and accessibility, catering to both retail and online players. The brand is especially known for its football and horse racing odds, with frequent price boosts and distinctive promotions.

Players on Betfred.com can access a robust sportsbook with in-play betting, virtual sports, and bet builders. The online casino features hundreds of slots, live dealer games, progressive jackpots, and table classics. There are also dedicated platforms for poker and bingo, each with its own customer base and tailored promotions.

Betfred has also innovated around user engagement. Promotions like “Double Delight & Hat-Trick Heaven” — which boost payouts when selected football players score multiple goals — have become signature features. The company’s online offering continues to evolve through new technology partnerships, streaming capabilities, and mobile-first design.

Sports Sponsorship and Brand Positioning

Betfred has long used sport as a platform to promote its brand, both in the UK and abroad. It has established itself as one of the most visible sponsors in British betting.

From 2017 to 2023, Betfred was the title sponsor of the Rugby League Super League, including its women’s and wheelchair divisions. Although no longer the main sponsor in 2025, the brand retains a strong presence in UK sport.

In horse racing, Betfred sponsors major events such as the Betfred St Leger, Betfred Oaks, and Midlands Grand National. Betfred also played a key role in professional snooker, having served as the principal partner of the World Snooker Championship from 2009 to 2012, and again from 2015 to 2022.

In golf, Betfred sponsors the British Masters on the DP World Tour, while in darts it is the title partner of the PDC World Matchplay, a deal currently extended through at least 2025.

In football, Betfred has previously held sponsorship deals with Manchester United, Bolton Wanderers, and RCD Mallorca.

Ownership and Leadership

Unlike most of its major competitors, Betfred remains a family-owned business. Founder Fred Done, who turned a single shop into a multibillion-pound brand, continues to serve as chairman. His estimated net worth in 2025 is £2.9 billion, making him one of the wealthiest figures in British business.

Day-to-day operations are overseen by Joanne Whittaker, a long-time Betfred executive and former CEO of the Done family’s investment vehicle. She became CEO in 2021 and continues to lead the company in 2025, focusing on digital innovation, international growth, and independence in an era of industry consolidation.

Betfred is licensed and regulated in multiple jurisdictions. In the UK, it operates under a remote and non-remote licence issued by the UK Gambling Commission. Its online operations are regulated by the Gibraltar Gambling Commissioner, while in the US, Betfred holds individual state licences issued by gaming boards and lottery commissions. In South Africa, it operates under provincial gambling board licences.