Sky Bet Sports Logo

Sky Bet is the sports betting arm of Sky Betting & Gaming that also includes Sky Vegas, Sky Casino, Sky Poker and Sky Bingo. It launched in 2002, following the acquisition by BSkyB of Sports Internet Group, which included the small online sports betting company Surrey Sports. Its launch as Sky Bet in July 2002 was just in time to take advantage of the Commonwealth Games in Manchester which opened later that month.

In 2006 Sky also acquired UK online bookmakers Totalbet and Ukbetting. By 2008 the companies revenue had grown from £1.5 million to £37 million. It is now the 4th biggest betting & gaming company in the UK

Sky Bet is different from most UK Bookmakers in that its operation is entirely online based and it has no traditional High Street betting shops. It is also one of the few bookmakers to focus heavily on Football betting rather than Horse Racing. Sky Sports regular and former Professional footballer Jamie Redknapp is the face of their football betting side, providing tips through the Sky Bet website which is heavily football focused. Sky Bet are also sponsors of the Football League since 2013. The current sponsorship deal will keep the arrangement running till 2019 and means that the EFL divisions are known as Sky Bet Championship, Sky Bet League One and Sky Bet League Two. They are also title sponsors of the Sky Bet Play-offs.

Sky Bet offer their services via telephone, website, mobile apps and interactive TV through parent company Sky. For a time there was a dedicated Sky Bet channel on Sky TV that finally closed in 2012. The Sky Bet mobile apps won Mobile product of the year in 2013 and they have invested heavily in providing an excellent mobile experience for their customers.

Since 2015 Sky retains only a 20% stake in the company after an 80% share was sold to CVC Capital Partners for £800 million. A long-term licence of the Sky brand was negotiated as part of the deal and Sky Bet shares similarities in design and strong connections with Sky Sports.

Other offerings linked with Sky Bet and Sky Sports include Soccer Saturday Super 6 and Fantasy Football. Super 6 is a score prediction accumulator that is free to play. Predicting the scores of 6 Premier League games could win you up to £250k, or a potential £5k to the closest entrant if no one matches all games. Fantasy Football offers weekly and monthly prizes of up to £25,000.

Sky Bet is a slick and efficient corporate organisation that has become one of the UK's top bookmakers under the umbrella of the mighty Sky corporation.