Betfair have confirmed that they have purchased online sports site Blue Square from the Rank Group for £5 million, the purchase includes all assets and the customer database.
The deal means that effectively Blue Square is now non operational and all customers will be directed to the Betfair platform to sing up and receive a welcome bonus to join Betfair.
The deal with Rank to purchase the Blue Square business has been known for some time but today it was confirmed by the betting exchange giant. The brand that has struggled against fierce competition over recent years is a move by Rank to now focus on their land based gaming and online casino brand.
Betfair said in a statement: “the acquisition is consistent with Betfair’s strategy of focusing on regulated markets and growing its sportsbook and gaming operations alongside the exchange.”