Stan James complete purchase of BetDirect from 32Red

Stan James has completed the £5.75 million purchase of the online sports betting website BetDirect from 32Red.

Stan James are excited by the opportunity provided by BetDirect, but nevertheless they must be worried about the chequered performance of the brand over the years.

"Bet Direct is a well established bookmaking brand and its acquisition is very exciting for everybody associated with Stan James and Bet Direct,” said Peter Fisher, CEO of Stan James, when the deal was first announced earlier in the year.

“We are fully committed to helping Bet Direct reach its full potential and once we have completed the deal on the 10th December, we are looking forward to offering all of our Bet Direct customers the very best in customer service, the most markets to bet on and the most knowledgeable telephone staff in the business.”

Similarly, Ed Ware, CEO of 32Red, is excited about the sale; BetDirect had become somewhat of a burden to the company and its sale will allow to company to focus more on its casino arm.

Ware said: “The sale of the Betdirect brand allows us to channel our marketing and management focus on the core 32Red brand, which continues to offer the full complement of casino, poker and sportsbetting products to its customers.

Editor, - 2007-12-11 11:27:48

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