Oddschecker insights: Bet365 dominates market share on Super Saturday of sport

Bet365 continued its dominance of the UK sportsbook market this weekend, with the Stoke-headquartered operator taking the highest market share by Oddschecker clicks on all three of the headline events: the Epsom Derby, the Champions League final and the Anthony Joshua fight.

The firm’s lead was largest on the Anthony Joshua v Carlos Ruiz fight, where 365 took 41% of all clicks, ahead of Sky Bet with 22% and William Hill with 21%.

The share was likely driven by bet365’s overround, which at 103.8% was a full percentage point better than any other firm.

The gap between bet365 and the rest was smaller on the Epsom Derby, where 365 accounted for 29.5% of all clicks, with second and third again accounted for by Sky Bet and Hills respectively with 16% and 10.8% share.

Overround again appeared to be the driving factor with 365 nearly four percentage points lower than any other firm at 107.5%.

Oddschecker commercial analyst Alex Keating noted: “With no stand out place terms on offer, bet365’s enhanced each way extra will have appealed to many for the Derby, whilst unsurprisingly standing clear best price for pricewise punters.”

Elsewhere on the Epsom card, Sky Bet offered six places on the Dash, which helped it into second place for clickshare on the race, behind 365.

In the Champions League final, bet365 again had the most market share (21.7%) despite only the third lowest overround, behind Betfair Sportsbook and Marathonbet.

Hills came in second with 9.4%, followed by BetVictor with 7.7%.

“Bet365’s generous in-play offer once again appeared for the European football showpiece, and although not all customers are eligible, will have helped drive traffic towards their tight prices,” Keating said.

“Meanwhile Bet Victor and William Hill, who respectively sponsor the two clubs involved were only able to land marginally more or equal to Sky Bet, despite being far more competitively priced.”

Across the three events, the Derby accounted for 56% of clicks, the UCL final 38% and the Joshua fight 6%, although Oddschecker users historically skew towards racing.