Entain has entered into a new commercial agreement with Oddschecker to promote the return of 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 July 9, 2020 for “commercial reasons” – although there appeared to be little animosity on either side, with the British sports betting business wishing the Oddschecker success.
At the time, Entain stated: “We would like to wish Oddschecker good luck and thank you for the positive relationship we have enjoyed over the years we have worked together.”
Change in management facilitated the process of returning Entain’s brands
However, since the departure of Ladbrokes and Coral, the odds comparison site has had new management. Irish gambling giant Flutter Entertainment, Entain’s main rival in the British Isles, owned Oddschecker when the company left.
But Flutter sold Oddschecker Global Media (OGM) to New York-based investment firm Bruin Capital for $215.2 million in July 2021. This contributed to Entain’s return, with both parties having reached commercial terms deemed, in a statement, “mutually beneficial”.
“We are delighted to have reached an agreement that works for both parties and that Ladbrokes and Coral will be part of the service going forward,” said Simon Gatenby, Director of Performance Marketing at Entain.
Toby Bentall, CEO of the 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 management.”
Bentall concluded: “We are pleased that the UK’s best price comparison site for betting has become even more comprehensive for our customer.”