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Spotlight Sports Group (SSG) has brought its content hubs back for Euro 2024, developing fan engagement and media centres for two prominent bookmakers.

William Hill and Betfred, both SSG partners, have integrated content hubs into each company’s respective online platform. The hubs serve as fan engagement platforms for content delivery throughout the month-long tournament.

SSG’s content hubs are a long-standing offering, featuring accumulators and bet builder picks in a Best Bet widget, as well as daily offers and enhanced odds from bookmaker partners. The hubs have been developed chiefly for football, but have been used for other sports like horse racing.

“It’s great to have two of our key partners taking our content hubs for the biggest tournament of the year,” said Sam Houlding, Spotlight Sports Group’s Managing Director of B2B.

“Our content has a proven record of driving revenue, and as it is available in any language globally it appeals to customers all around the world.”

William Hill and Betfred are high-profile names in the field of British betting, active on both the high-street and online. UK betting is a competitive marketplace, however, especially during major tournaments like the Euros.

Various British bookmakers have been seeking to boost visibility and engagement ahead of the Euros, which kicked off last Friday (14 June) with the opening game between host Germany and Scotland.

This has seen the likes of Paddy Power and Ladbrokes initiate marketing campaigns. For example, the former placed its trademark humorous spin on the tournament and the latter made a new addition to its ‘We Play Together’ series. 

As competition heats up, Betfred and Hills may be hoping to gain an engagement edge via content delivery.

Mark Hartley, Head of Sports Product at Betfred, said: “We’re excited by the opportunities it brings to us ahead of one of our busiest periods of the year as a bookmaker.”

Lee Phelps, William Hill Spokesperson, remarked: “The Euros is one of the biggest tournaments around for bettors, and having Spotlight Sports Groups content hubs, means we can provide a real experience for our customers throughout the tournament with editorial, bet prompts and data.”

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