BT Sport programmes will air in Betfred's 1,370 stores across the UK, after the broadcaster agreed a deal with the high street bookmaker.
Customers will be able to watch BT Sport 1, BT Sport 2 and ESPN content in-store for the next three years, delivered as part of the bookmaker's own Betfred TV service.
BT Sport's first major commercial contract in the gaming sector will see Betfred customers gain access to live Barclays Premier League football, Aviva Premiership rugby union, WTA tennis and a host of other sporting action.
Bruce Cuthbert, Director of Commercial Customers at BT Sport, said it is "fantastic" that Betfred has signed up to put BT Sport in all of its bookmakers.
"As the largest independent bookmaker in the UK, we could not have hoped for a bigger name as an early customer," he stated.
"We are already seeing fantastic levels of interest and sign ups in BT Sport across pubs, clubs and hotels."
Mr Cuthbert claimed that owners "have been priced out of the market by Sky in recent years", adding that BT will look to offer a more "affordable" alternative for top class sport.