Paddy Power has partnered with the Spotlight Sports Group and the bookmaker has launched Spotlight sports content in its trading area.
Sports data and analysis is the first of its kind to be brought to retail stores by Spotlight and will be available at Paddy Power betting stores in the UK and Ireland.
It will be integrated with 450 Paddy Power stores and will include short tips based on statistical analysis and expert opinion, covering more than 20 sports.
"This is a big step for us as a company," said Alan Pepperell, retail director of Spotlight Sports Group.
“We've worked closely with Paddy Power for a very long time to deliver Racing Post and Greyhound content in stores and online, but this marks our first steps into the sport in a full commercial area.
"The Spotlight content goes beyond the odds by engaging betting customers and provides them with a piece of expert analysis that will help them gain information and make better betting decisions."
The launch coincides with the reopening of betting shops during the COVID-19 pandemic, and Paddy Power intends to use the partnership to help it recover from a lack of retail throughout the lockdown period.
Steven Dalton, Head of Retail Product Management at Paddy Power, added: “We know Racing Post content has been the staple of sports betting for years and we expect Spotlight sports content to continue that trend.
"We are excited to see how customers interact with content, and we are using tips and verdicts to better inform about your facilities in our stores."
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