Paddy Power has partnered with Spotlight Sports Group, with the bookmaker launching Spotlight’s sport content across its retail estate.
The sports data and analysis is the first of its kind to be launched in retail stores from Spotlight, and will be available in Paddy Power’s UK and Ireland betting shops.
It will be integrated into 450 Paddy Power stores, and will involve short-form tips based on statistical analysis and expert opinion, covering over 20 sports.
"This is a big step for us as a business," said Spotlight Sports Group retail director Alan Pepperell.
"For a very long time we’ve worked closely with Paddy Power delivering Racing Post horse racing and greyhound content in-store and online; however, this marks our first steps into sport across a full retail estate.
"The Spotlight content goes beyond the odds to engage betting shop customers and gives them a snippet of expert analysis to help inform them, and make better betting decisions."
The launch coincides with the reopening of betting shops amid the COVID-19 pandemic, with Paddy Power aiming to utilise the partnership to help it recover from the lack of retail business throughout lockdown.
Steven Dalton, head of retail product management at Paddy Power, 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."