Betfred joins the International Sports Betting Integrity Association

The UK-based bookmaker Betfred has become the latest member of the sport betting industry’s integrity watchdog, the International Sports Betting Integrity Association (ESSA).

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The ESSA acts as the industry’s representative body for integrity. © Twitter.

Along with its online operation, Betfred runs over 1,650 retail shops throughout the UK. By joining the ESSA, Betfred has highlighted its commitment to integrity within sports betting and the industry.

As a full member, Betfred can be incorporated into the ESSA’s monitoring and alert platform, which attempts to highlight suspicious betting patterns to try to spot instances of match-fixing.

With another major operator added to their ranks, the move will strenghten the ESSA’s position as the industry’s representative when it comes to integrity within sports betting.

The ESSA holds a seat at numerous high-level policy forums within the European Union (EU), such as at the European Commission, Council of Europe and the IOC. It is the body pushing initiatives aimed at stamping out match-fixing and bringing integrity to sports betting.

The ESSA can count among its members some of the world’s biggest operators, such as bet365, William Hill and 888sport.

Those members invest up to €50m each year to help combat fraud by improving internal security systems and compliance mechanisms.

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. Craig Reid, Betfred Group trading director

Speaking about the new deal, Khalid Ali, ESSA Secretary General, said:

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. Khalid Alli, ESSA General secretary

You can read the full press release at the ESSA’s website.

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