The new betting platform has been launched in partnership with BetVictor Group – which will provide its proprietary technology and expertise as a gambling operator. 

For many years, TalkSport has been a large part of the UK’s sporting coverage, with licences to broadcast live English Premier League and several other large sporting leagues and events.

Gareth Williams, Betting and Gaming Director for TalkSport, commented on the launch: "TalkSport is the world's biggest sports radio network with a loyal community of listeners. This partnership adds to TalkSport's growing digital footprint, and TalkSport Bet will access our digital audiences through creative online activations, such as odds integrations and betting widgets.

“We're delighted to offer our audience a new sports betting brand as part of our wall-to-wall coverage of the World Cup.”

Meanwhile, BetVictor Group CCO Brent Almeida added: “We’re thrilled to be partnering with the UK’s leading sports radio network and global audio rights holders of the Premier League. TalkSport Bet adds an entertaining, informed and responsible betting experience to the much-loved TalkSport brand.

“Customers will be able to take advantage of a generous welcome bonus, along with some innovative promotions and exclusive offers, adding even more ways for them to enjoy their favourite sports.”

Part of TalkSport Bet’s offering will include in-play betting, enhanced accumulator bets and bet boosts.

The move by the radio station to offer its customers sports betting is unsurprising, as it has become one of the go-to places for sports fans in the UK for content and news.