The deal will see Tote continue to deliver its on-course pool betting service across almost all Britbet racecourses. The agreement will go live in November 2025 and run until at least the end of October 2030.
However, at present the deal excludes all Arena Racing Company (ARC) racecourses within the Britbet partnership. Talks over pool betting between ARV, Britbet and UK Tote Group remain ongoing.
Under the renewed deal, all covered racecourses will continue to control the delivery of on-course betting at their racing venues. Tote’s brand will remain associated with this offering while Tote will also provide all off-course services.
“The delivery of a daily pool betting service ranges from 500-plus staff on each day of the Cheltenham Festival, through to meetings where everyone knows each other on a weekday winter evening,” Britbet managing director Nigel Roddis said.
“To be viable it requires a collective approach, sharing resources and spreading costs as widely as possible. Britbet is tangible evidence of the benefits that the customer can receive from racecourses acting together.”
Evolving Tote drives turnover growth
Britbet began working with the Tote in July 2018. The initial seven-year deal, which was due to expire this year, was valued at an estimated £50 million (€59.2 million/$61.2 million).
Since the partnership began, Tote has introduced a range of new innovations to make horseracing betting more accessible. These include a new website and app, as well as Tote Guarantee, which guarantees the Tote will exceed or match the Industry Starting Price on win bets.
In 2024, on-course turnover across Britbet racecourses amounted to £72 million, a 26% increase from 2018. Via the existing deal, UK Tote Group has returned over £40 million to Britbet over the last five years. It has also invested over £100 million in the business to support the future growth of pool betting.
Access to global betting opportunities
Meanwhile, the overall UK and Irish pool has increased 50% and boasts over 100,000 online active customers. In addition, several Britbet courses have access to the World Pool which, founded in 2019 by the Hong Kong Jockey Club, combines pools from around the world.
“This is another significant moment in the evolution of the modern Tote as we work with our partners across British racing and around the world to rejuvenate pool betting in the UK and Ireland,” UK Tote Group chief executive Alex Frost said.
“It allows us to work together to develop the digital and racecourse customer experience to ensure we are offering racing fans a competitive and appealing experience when betting with the Tote.
“In addition, this partnership provides the stable platform British racing needs to work with international pool betting partners. This will allow the sport to benefit from the further evolution of World Pool and further opportunities to grow pool betting on British racing which is a key revenue driver in the years ahead.”
Original article: https://igamingbusiness.com/sports-betting/horse-racing/britbet-extends-uk-tote-group-partnership/
