Betfred says it’s beginning a “new chapter” after completing the multi-million pound refurbishment of its North West headquarters.
The former sports arena in Birchwood, features a studio and brand “Immersion Tunnel.”
Betfred boss Fred Done was joined by the Speaker of the House of Commons and President of the Rugby Football League, the Rt Hon Sir Lindsay Hoyle, to officially open the 50,000sq ft office space.
“Reopening our Spectrum HQ is a very proud moment for me and my family. We’ve come a long way since having one shop in Salford in 1967 and I’m delighted that because of our close association with Rugby League that Sir Lindsay Hoyle has kindly agreed to officially open the building,” said Fred Done.
The company first moved into Spectrum in 2004, the arena had previously hosted concerts by the likes of Status Quo, New Order and Atomic Kitten, and also hosted major snooker tournaments.
The refurbishment began in 2021 and was project managed internally by Betfred’s Head of Asset Management Peter Buckles and Betfred’s Senior Project Manager Helen Haworth.
“The key to the project was understanding Betfred’s business requirements and that helped guide the delivery including elements which are unique to a betting business,” explained Buckles.
“With the support of the IT team, we also kept the data centre for over 1400 shops and our website still running during this major refurbishment. We are all very proud of what we have delivered for our colleagues.”
The workspace will house more than 450 staff and features a “Nifty 50” studio, the new home of Betfred’s own numbers game; and an “Immersion Tunnel,” a stadium-inspired space, with a larger-than-life display showcasing Betfred’s sporting heritage and milestone moments.
“The reopening of the Spectrum marks a fresh chapter for us. This redesign is more than just a new look—it’s about building an inspiring, collaborative environment that reflects our bold ambitions,” stated Betfred CEO Joanne Whitaker.
“We’ve created a dynamic space where ideas can flourish, and our teams can come together. We’re excited about the possibilities this new headquarters will open up and are looking forward to the journey ahead. Although we are an international company, it was very important to us we remained in the Northwest and close to our roots.”
The interior design was completed by Jackson Downes, with their founder previously working with brands including JD Sports, Muse Developments and Accor Hotels.
Betfred also has offices in Manchester’s city centre, MediaCity in Salford, Gibraltar, the United States and South Africa.
