Betfred has completed a significant refurbishment of its headquarters in the North West, marking a new phase for the company.
- The revamped facility, once a former sports arena, features a modern studio and an immersive brand tunnel.
- Fred Done, alongside notable figures, inaugurated the redesigned 50,000sq ft office space.
- The refurbishment project, led internally, ensured business continuity during renovations.
- Betfred’s new headquarters embodies the company’s ambition to foster innovation and collaboration.
Betfred has announced the completion of its extensive refurbishment project at its North West headquarters. Located in Birchwood, the former sports arena has been transformed into a contemporary workspace, equipped with a studio and a unique ‘Immersion Tunnel’ designed to highlight the brand’s sporting past and achievements.
In a ceremony led by Betfred boss Fred Done, the reopening was graced by the Speaker of the House of Commons and President of the Rugby Football League, Sir Lindsay Hoyle. This reopening is a significant milestone for Betfred, which started with a single shop in Salford in 1967, according to Fred Done. The new office space spans 50,000 square feet and is set to accommodate over 450 staff.
Betfred initially moved into the Spectrum location in 2004, a venue that had previously been an entertainment hub hosting concerts and snooker tournaments. The refurbishment, which began in 2021, was meticulously managed by Betfred’s own team, including Head of Asset Management Peter Buckles and Senior Project Manager Helen Haworth. Buckles emphasised the importance of aligning the physical environment with Betfred’s business needs, which informed the project’s direction.
Despite the extensive renovation work, Betfred maintained critical operations. With the support of the IT team, the data centre remained fully operational, serving over 1400 shops and the company’s website throughout the refurbishment. This seamless transition is a source of pride for the company, as highlighted by the project leaders.
The building features a ‘Nifty 50’ studio, now home to Betfred’s numbers game, and an ‘Immersion Tunnel’, a stadium-themed space that celebrates the company’s history in sports. CEO Joanne Whitaker expressed excitement over the redesign, emphasizing the company’s commitment to creating a vibrant and united work environment. She further noted the importance of staying in the North West, close to the company’s origins.
The refurbishment’s interior design was executed by Jackson Downes, known for collaborations with well-known brands. This redesign is seen as an opportunity for Betfred to continue its growth and support its staff, transforming the headquarters into a cornerstone for future endeavours.
The refurbishment signifies Betfred’s commitment to innovation and its roots in the North West, preparing the company for future success.
