Betfred is a UK-based bookmaker, founded by Fred and Peter Done. It was first established as a single shop in Ordsall, Salford, in 1967. Its turnover in 2004 was more than £3.5 billion, having risen from £550 million in 2003.

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Thursday January 01, 1970

Thursday January 01, 1970

It has its head office is in Birchwood, Warrington but also hold offices in Media City, Salford Quays, Salford.

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Betfred, Putney, London

History

Betfred, North End Road, Fulham, London

Done Bookmakers was first established as a single shop in Ordsall, Salford in 1967. Fred and Peter Done financed the first Done Bookmakers shop with capital made thanks to a winning bet they placed on England to win the 1966 World Cup.^[2]

In 1997 Done Bookmakers acquired the Robert Walker chain of bookmakers taking their total to 100 shops and this was the catalyst for their growth. By 2000 the total number of shops nationwide had risen to 200 and in the year 2002 Done Bookmakers opened their first shop in the Greater London Area.^[3]

The current name Betfred was established in 2004 after a rebranding from the original name; Done Bookmakers.

In 2004, Betfred launched their digital platform Betfred.com and offer sports betting, online casino, online games, bingo, lotto, online poker and virtual sports as well as pool betting^[4]. In the same year, Betfred created the first betting shop millionaire as a mystery customer known only as Ken selected six winners on the totescoop6 and pocketed £1,132,657 in a Salford shop.^[5]

Betfred’s retail expansion continued in the coming years with shops opening up and down the country. Betfred reached a milestone in 2005 when its 500^th shop opened its doors in Cardiff. ^[6]

In 2013, the company established Betfred TV, an in-house channel that is available in all shops both on the high street and on the racecourse. This was the first of its kind in the UK.

Betfred chairman and founder Fred Done was the first ever bookmaker to pay out early (i.e. before the result was guaranteed), when in March 1998 it paid out to gamblers who had bet that Manchester United would win the Premier League, only for Arsenal to pip United by one point^[7].

During the 2004–05 FA Premier League season, Done lost £1m to fellow bookmaker Victor Chandler after staking that amount that Manchester United would finish higher than Chelsea. The bet was offered to other high profile bookmakers yet only Chandler took him up on the offer. Chelsea finished 18 points clear of third placed Manchester United and won their first Premiership title under Jose Mourinho.^[8]

Betfred also paid out early on Manchester United to win the 2011–12 Premier League title, only for Manchester City to beat them on goal difference.^[9]

In 2013, it was widely reported that Betfred founder Fred Done formed part of the Red Knights consortium that were looking to buy English Premier League giant Manchester United from the current owners the Glazer Family. The reports proved to be incorrect but Done remains a season ticket holder at Old Trafford to this day.^[10]

In 2016 Betfred appointed former Nottingham Forest and England footballer Stuart Pearce as it’s brand ambassador. The company believed Pearce to be the epitome of Betfred; uncomplicated. He has fronted two campaigns including the latest titled Nostalgia.^[11]

As of July 2017, Betfred operates over 1650 shops throughout the United Kingdom after the purchase of 322 shops due to the merger between fellow bookmakers Ladbrokes and Coral in October 2016. Betfred also operates shops on 51 racecourses around the UK including Newmarket, Epsom and Cheltenham.^[12]

In September 2017, Betfred celebrated their 50th year of business. A documentary movie about the history of the company was premiered on the official Betfred youtube channel. Split over four parts, it covered the entire history of the company and all the troubles the founders struggled against on their way.^[13][14]

Sponsorship

Betfred shop in Manchester

Horse Racing

Betfred is one of the largest sponsors of UK horse racing with races spread across UK racecourses including the Midlands National run at Uttoxeter Racecourse, the Dante Stakes and Ebor Handicap both at York Racecourse and the Betfred Cesarewitch on the Rowley Mile course at Newmarket. Racecourse.

In 2005 Betfred became sponsors of the Group One Sprint Cup at Haydock Park. The race is run over the minimum distance of five furlongs. The sponsorship ended in 2016. Betfred also sponsored the most prestigious jumps race the Cheltenham Gold Cup between the years of 2012 and 2015.^[15]

Rugby league

In 2017, Betfred began a three year period as the main sponsor of Rugby League’s Super League, the northern hemisphere’s premier Rugby league competition with 12 teams spread across England, and Catalans Dragons based in Perpignan, France.^[16]

Snooker

Betfred sponsored the World Snooker Championships from 2009 to 2012, before losing the sponsorship rights.^{[citation needed]} In 2015, it was announced that Betfred were to become the sponsors of the tournament once again, and increase the winner’s prize money to £375,000^[17].^{[citation needed]}

Football

Betfred was the official betting partner of Manchester United from 2006 to 2013^[18].^{[citation needed]}

In May 2016 it was announced that Betfred would take over sponsorship of the Scottish League Cup for three years, rebranding it the Betfred Cup.^[19]

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In June 2017, Betfred was confirmed as the new official shirt sponsors of Championship side Bolton Wanderers in an agreement which will initially last for two years.^[20]