Entain ends 18-month-long Oddschecker exile with grid return
London-listed operator inks “mutually agreeable” deal to restore Ladbrokes and Coral to betting comparison portal
Entain brands Ladbrokes and Coral will return to the Oddschecker sports betting grid after the FTSE 100 operator agreed a “mutually agreeable” deal with Oddschecker’s new owner, Bruin Capital.
Ladbrokes, Coral and Betdaq disappeared from the service in July 2020, after Oddschecker, which was then owned by Flutter Entertainment, and Entain could not agree a price on a renewal agreement.
The breakdown followed more than a year of talks between the two businesses to renew the contract, with Entain referring to “commercial reasons” as the main factor behind the removal.
Entain’s Sportingbet brand, which had a separate contract with Oddschecker, was unaffected by the termination of the commercial relationship.
At the time, Ladbrokes and Coral were two of the biggest operators on the Oddschecker grid, positioned in third and 10th.
Following its return, Ladbrokes sits in 21st position on the Oddschecker panel, a substantial distance from UK-based rivals bet365, William Hill and Flutter Entertainment brands Paddy Power, Sky Bet and Betfair.
Coral has regained its eighth position.
However, Betdaq, which was sold to Irish businessman Dermot Desmond last month, will not be returning to the Oddschecker grid.
In July, the Oddschecker Global Media (OGM) affiliate business, which has been absorbed into Flutter when the operator combined with OGM parent company The Stars Group in 2019, was sold last July to US investment firm Bruin Capital for an initial £135m.
Entain performance marketing director Simon Gatenby welcomed the agreement, which sees the two brands end an exile of almost 18 months.
“We are delighted that we have been able to arrive at a deal that works for both parties, and that Ladbrokes and Coral will be part of the service going forward,” Gatenby said.
Oddschecker Global Media CEO Toby Bentall welcomed the return of the two UK stalwart brands, highlighting the presence of both as strengthening OGM’s “exciting plans” for 2022 under its new owner.
“We are pleased that the UK’s best price comparison site for betting has become even more comprehensive for our customers,” Bentall added.