Betfred USA Sports

History and Founding

Betfred USA Sports was formed in 2019 as a wholly owned subsidiary of Betfred Group Holdings Limited. The parent company, Betfred, began in 1967 when brothers Fred and Peter Done used winnings from a bet on England’s 1966 World Cup victory to open a single betting shop in Salford, England. Over five decades, Betfred grew into one of the UK’s largest independent bookmakers, with more than 1,500 retail outlets and a leading online platform. The U.S. subsidiary was created specifically to capitalize on the newly regulated sports betting market following the Supreme Court’s repeal of PASPA. Headquartered in Las Vegas, Nevada, Betfred USA Sports began applying for state licenses and building operational infrastructure in 2019.

Market Entry and Operations

The company launched its first U.S. retail sportsbook in 2020 at Saratoga Casino Black Hawk in Colorado, followed by online sportsbook launches in Colorado and Iowa that same year. Betfred USA Sports leveraged the OpenBet platform for both digital and retail offerings, including self-service kiosks and betting counters. Payments were handled through a partnership with Paysafe, which provided the Skrill USA digital wallet and credit/debit card processing, as well as the Income Access affiliate marketing platform. Over the next few years, Betfred USA Sports expanded into Pennsylvania, Iowa, Colorado, Washington, and other states, building a network of retail sportsbooks at partner casinos, racetracks, and sports venues. The company also signed high-profile sponsorship agreements with the Denver Broncos (multi-year partnership announced August 2020), the Las Vegas Golden Knights, and the Cincinnati Bengals.

Products and Platforms

Betfred USA Sports’ primary product is its sportsbook platform, available via the Betfred Sportsbook mobile app and website as well as at retail locations. The platform offers pre-match and live betting on major U.S. and international sports, including moneylines, spreads, totals, parlays, teasers, futures, and player props. Retail locations feature betting counters and self-service kiosks powered by OpenBet. In select regulated states such as Pennsylvania, Betfred also offers online casino games including slots, table games, and live dealer. The company operates an affiliate marketing program through Paysafe’s Income Access platform, and its platforms are built on the OptimaMGS managed services framework, which provides analytics, anti-money-laundering (AML) compliance, and responsible gambling tools.

Regulatory and Operational Status

As of early 2025, Betfred USA Sports has significantly scaled back its U.S. operations. The company exited Iowa, Washington, and several other states in late 2024, leaving it active in only two markets: Nevada (retail sportsbook at the Tuscany Suites & Casino) and Pennsylvania (online sportsbook and retail at Hollywood Casino at Penn National Race Course). This retrenchment reflects a strategic pivot toward profitability and a more focused geographic presence. The company is privately held and does not publicly disclose revenue; headcount dropped from nearly 100 employees in 2022 to an estimated 11–50 following the downsizing.