July 13th, 2017
Online bookmaker Betsafe has taken the betting site market by the reins and galloped into the lucrative horse racing market. It’s the first company under the Swedish Betsson Group to offer this service as part of its sportsbook. Betsson originally took over Betsafe back in 2011, but it was another acquisition that made the strong push into horse racing a reality!
Betsafe’s parent company Betsson acquired horse racing online bookmaker RaceBets for €34 million in December 2016 from the company’s founders, as well as the German Thoroughbred Racing Association, who became shareholders in 2010. The purchase was designed to complement the bookmakers that already fell under the Bettson brand, and offer a dedicated horse racing site with a knowledgeable team behind it.
Horse racing markets in Europe are worth an estimated €3.5 billion, and Bettson has continued its support and partnership with the German horse racing organisation. Prior to being procured by Bettson, RaceBets offered multiple online horse racing betting options on over 250,000 horse races each year, with licenses in the UK, Irish, German and Maltese markets.
Discussing the acquisition at the time, Ulrik Bengtsson, chief executive and president of Betsson, said:
"Horse racing is important in many of our markets and the key rationale of the acquisition of RaceBets is to enable our subsidiaries to accelerate the launch of a world-class horse racing product on all core brands. This will help fuel organic growth in strategic markets such as the UK and Germany."
Nicola Fitton, Managing Director at Betsafe, echoed his points when Betsafe launched its horse racing book, saying:
"To be a competitive player in markets like the UK and Ireland, it’s imperative to offer a horse racing product, and we’re delighted to be the first Betsson brand to launch horse racing as part of our sportsbook."
To help promote the newest betting market on its website, Betsafe bookmakers gifted £100 in free bets to the first 100 customers to place a horse racing bet, with the very first one winning a day out at Royal Ascot with the Betsafe team.
Betsafe’s UK sports market has thrived since its merger with Bettsson, with the focus being predominantly on football betting. In 2015, Betsafe was announced as the new sponsor for both Manchester City FC’s men’s and women’s football teams, and has remained the company’s preferred betting partner since then. The deal saw Betsafe’s logo not only adorn the football strips, but also advertise at the Etihad Stadium and set up betting kiosks around the grounds. Prior to the Man City deal, Betsafe also had a similar arrangement with German club FC Koln.
Betsafe now offers a huge number of bets across a wide mix of horse racing betting markets. As well as covering the popular UK and Irish markets, and retaining the German horse racing from RaceBets, it also allows punters to place a wager on horse races happening in other European markets such France, Sweden, and Norway. It also reaches farther around the world for those looking for a long-haul wager, covering the horse racing markets of Turkey, South Africa, India, and Australia.
Betsafe has organised its online horse racing betting section in a very clean, accessible way, too. The various markets are listed at the left hand side. Customers can customise what races appear based on the horse racing activity by using the white silhouette symbols at the top. For example, whether it’s a gallop race, or has any jumps, or if it’s a trot activity. Greyhound racing fans can also include those races here as well.
The horse racing markets can be shown as current, meaning they are happening that day, or Ante Post, which shows races happening further down the line. Next to these two options is a calendar symbol. Clicking on this will allow Betsafe members to scroll through to a specific date if they want to place a bet for a race in the future.
To help its customers make an educated betting decision, Betsafe has a comprehensive list of statistics about horses and jockeys compiled from previous wins and losses in the horse racing market. The online bookmaker also employs Rupert Bell to offer insights and tips on the Betsafe online sports blog. Sports fans will know Bell well from his sports broadcasting journalism on Sky Sports and The Racing Channel.
He owns his own sports broadcasting company, Lloyd Bell, and is a regular voice for horse racing on TalkSPORT. If you fancy jumping on board for a few furlongs of horse racing betting action, then head on over to Betsafe today and recieve an extremely generous Free Bet sure to get your wagering started off on the right foot!