London, UK. Monday 11th August, 2025: mFuse, the integrated creative and media agency powered by WPP, has been appointed by Betfred, the world leading independent bookmaker, as media planning and buying agency of record in the UK.

Betfred, a household name with a strong presence on the UK’s high street, has ambitions of accelerating its online market share and challenging digital-first rivals. The appointment follows the launch of its brand-new studio and suite of exclusive online games such as Nifty 50, to further grow its millions of active players.

After a competitive pitch process, mFuse was chosen to lead strategy, planning, and media buying across TV, addressable streaming, radio, out-of-home advertising and digital display. 

Gerry Magee, Betfred UK Brand & Marketing Director, said, “We chose mFuse as our media partner because they understood our vision for Betfred’s future. Their progressive media strategy, planning and competitive buying demonstrated a commitment to helping us achieve our accelerated growth objectives. We were impressed by mFuse’s challenger mindset which aligns perfectly with our own marketing style and business roots. Our founder Fred Done famously placed his weekly wage of £25 on England to win the 1966 World Cup at 8-1 and used the £200 winnings to open his first betting shop.”

Betfred’s team at mFuse will use WPP Open, the group’s intelligent marketing operating system enabling faster, better decisions on advertising placement and strategy. Its real time data and strategic insights will play a key role in helping the brand reach new customers online and improve the return on its advertising investment.

This new partnership marks a significant win for mFuse as it continues to grow its roster of challenger brands, which include TalkTalk and Virgin Money.

Mark Newnes, Managing Director at mFuse, said: “We’re delighted to partner with one of the world’s most respected gaming brands as it continues to evolve its online innovation. We’re proud to bring together creativity, smart planning and the latest AI-powered suite of products to help Betfred stand out in a competitive market.”

mFuse will be taking over from incumbent BBJ&K who spent five years shaping Betfred’s media strategy. The agency’s contribution has supported Betfred’s position in the market and laid the foundations for where the company is heading in the years to come.