Entain has agreed a new commercial deal with Oddschecker to return its UK digital brands to the service. Ladbrokes and Coral will once again be featured on the odds comparison site after leaving it over a year ago.
Entain, then GVC Holdings, withdrew its brands from the service on 9 July 2020 for “commercial reasons” — though there appeared to be little animosity on either side, with the British sports betting business wishing Oddschecker well.
At the time, Entain stated: “We would like to wish Oddschecker the best of luck and thank them for the positive relationship we’ve enjoyed over the years we’ve worked together.”
However, since the departure of Ladbrokes and Coral, the odds comparison site has come under new management.
Irish betting behemoth Flutter Entertainment, Entain’s chief rival in the British Isles, was Oddschecker’s owner when the company made its exit. But Flutter sold Oddschecker Global Media (OGM) to New York-based investment firm Bruin Capital for $215.2m in July 2021.
This set the stage for Entain’s return, with both parties having reached commercial terms deemed, in a statement, “mutually agreeable”.
“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,” said Simon Gatenby, Entain’s Performance Marketing Director.
Toby Bentall, CEO at OGM Group, expressed a similar sentiment. He added: “We welcome Ladbrokes and Coral back to Oddschecker to be part of our exciting plans for 2022 under new ownership.
“We are pleased that the UK’s best price comparison site for betting has become even more comprehensive for our customer.”