Our Strategy

Our ethos is 'it's all about sport'.  Sport is inherent in both the cmopany name and our core branding.  Sport inspires our employees, entertains our customers, involves us in the local community and provides a never-ending range of betting opportunities which help form the strong foundations on which we operate. 

Mission

Our mission is to become the world's leading online betting company.

Aim

Our aim is to provide adult customers with high-quality betting services in an environment that is convenient, entertaining, fair, regulated and secure.

Since being founded in 1998, Sportingbet has built a first class sports betting platform that offers up to 8,000 betting markets every day covering a huge range of sports, leagues and bet types supplemented by revenues generated from casino, poker and other betting games. 

We plan to continually develop our market leading internet sports betting platform, which offers our customers innovative betting opportunities every minute of every hour of every day via a secure, user-friendly and efficient interface. 

We believe that the success of the Sportingbet business is built on five key building blocks that form the backdrop to all decision making processes:

Regulation -  determines the infrastructure from which we can give our customers the security and comfort they expect when gambling.

Public Accountability - provides for financial transparency, fraud protection and additional assurance for our customers, our shareholders and our employees.

Our Product - we strive to lead the way with both our core sports betting product amd our supplementary products of casino, games and poker.

Our Customers - we are committed to providing the best possible service to our customers in an efficient manner.

Our People - we are dedicated to providing our employees with a safe, healthy, friendly and rewarding working environment, and aim to employ and retain the very best people in the industry,