Leading sports radio station talkSPORT to launch new UK betting brand alongside BetVictor

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TalkSPORT, said to be the world’s largest commercial sports radio station, has partnered up with BetVictor to launch a new betting brand in the UK.

TalkSPORT is the global audio rights holder of the Premier League, which has played no small part in ensuring the brand’s popularity both in the UK and overseas.

The business said its new sports betting operation, talkSPORT BET, will bring together the trusted editorial brand of talkSPORT and BetVictor’s proprietary sports betting software and operational capabilities.

The service “will offer sports fans a range of exciting features, innovative promotions and exclusive offers,” it added.

In addition to its flagship B2C brand, this deal marks the latest white-label deal for BetVictor’s B2B operation.

The Gibraltar-based firm said the deal aligns with its overall growth strategy, following on from the partner launches of Parimatch, BildBet and Heart Bingo, among others. 

BetVictor Group CCO Brent Almeida: “TalkSPORT BET will take the great things about talkSPORT radio and add a betting experience to offer players more ways to enjoy sport and engage with their favourite sporting events.”

The talkSPORT BET brand will be featured alongside the radio station’s existing commercial partnerships with betting operators, which include sponsorship and advertising agreements, as well as affiliate partnerships.

“We’re delighted to be partnering with such a well-respected sports brand,” said Brent Almeida, CCO of BetVictor Group. 

“TalkSPORT BET will take the great things about talkSPORT radio and add a betting experience to offer players more ways to enjoy sport and engage with their favourite sporting events.

“We are fully committed to creating a safe and entertaining gambling experience with everything a sports fan could want in a betting brand.”

Talksport is owned by British newspaper conglomerate News UK, which publishes The Sun newspaper. News UK is an offshoot of Rupert Murdoch’s News Corp, which already runs a betting operation in the US via FOX and also plans to enter Australia.

Gareth Williams, betting and gaming director at talkSPORT, added: “talkSPORT is the world’s biggest sports radio station with a loyal community of listeners. This partnership showcases the power and reach of the talkSPORT brand across its audio and digital properties. 

“As well as the potential for on-air commercial partnerships, talkSPORT BET will be able to access our digital audiences through creative online activations such as odds integrations and betting widgets.”

About the author

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Conor Mulheir

Conor entered the gaming industry in 2018 producing high-level live event content for audiences in London, Amsterdam and São Paulo. From 2020, he went on to report news and commission exclusive content for various gaming media brands before joining iGaming NEXT as editor in January 2022.

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