Sports Mole

What Sports Mole does

Sports Mole is a UK-based sports news and betting information publisher operating since 2011 as Sports Mole Ltd., a private limited company headquartered in London. The platform delivers football-focused editorial content including news, match previews, predictions, transfer rumors, live scores, fixtures, and league tables across major competitions including the Premier League, Champions League, La Liga, Bundesliga, Serie A, Ligue 1, and the FIFA World Cup, with secondary coverage of Formula 1, tennis, boxing, cricket, golf, and rugby. Content is produced by professional journalists operating under the North Star Network (NSN) Journalist Charter, and the company functions as part of the NSN portfolio of sports websites that share editorial standards and commercial infrastructure.

The underlying technology is a web-based content platform using a content management system for article delivery, cookie-based tracking for advertising and personalization, and affiliate link integration for commercial partnerships. The site is mobile-optimized with a light/dark theme toggle, and supports IAB Europe Transparency & Consent Framework compliance. There is no native mobile application and no public API or SDK. A daily email newsletter serves approximately 20,000 subscribers.

Sports Mole is free to access for consumers and generates revenue exclusively through two streams: betting affiliate marketing via CPA and revenue-share arrangements with UKGC-licensed operators (bet365, Coral, William Hill, Paddy Power, Betfair, and others), and display advertising using behavioral ad cookies. The company maintains a headcount of 1-10 employees, has not raised external funding, and operates without disclosed leadership beyond co-founder Alan Jay.

Name

Sports Mole

Legal name

Sports Mole Ltd.

Website

https://sportsmole.co.uk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Sports Mole is a UK-based sports news and betting information publisher, founded in 2011, that delivers football news, previews, predictions, and live scores to sports fans and monetizes through betting affiliate partnerships and display advertising.

Ownership category

akta.pro rank

Product category

Sports News and Betting Affiliate Media

NAICS

Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sports Data/Stats & Betting Rights Distribution (Official Data Feeds) (MPABAJAL)

akta.pro secondary industry

Sportsbooks (Online & Mobile Operators) (MPAEACAA)

Keywords

• Sports news media
• Sports betting affiliate
• Match preview predictions
• Live football scores
• Transfer news coverage

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Betting Affiliate Marketing: Sports Mole earns commission through affiliation agreements with betting operators. The site features promotional content for bookmakers including sign-up offers, bonus codes, and betting guides. Revenue is generated when users click through to betting sites and subsequently register or place bets (CPA model) or through revenue share arrangements.
2. Display Advertising: The platform generates advertising revenue through display ads, native advertising, and sponsored content on its sports news and betting content pages. The site uses online behavioral advertising cookies to deliver targeted advertisements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Sports Mole is a free digital sports media platform that publishes football news, match previews, score predictions, transfer talk, live scores, fixtures, results, and league tables for major competitions including the Premier League, Champions League, La Liga, Bundesliga, Serie A, and the World Cup. The platform also aggregates curated betting offers, casino bonuses, and signup promotions from UKGC-licensed bookmakers, monetizing through display advertising and affiliate commissions rather than consumer fees.

Product overview

Sports Mole is a unified sports media platform offering football news, previews, predictions, and transfer coverage. The core product is the Sports Mole Website, complemented by a Newsletter subscription service. The platform covers multiple sports including football, Formula 1, tennis, boxing, cricket, golf, rugby, and more. Sports Mole also features an affiliate-driven betting and casino section showcasing partner betting platforms through reviews and promotional offers.

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Mole Website Free-to-access web platform delivering football news, match previews, score predictions, transfer talk, live scores, fixtures, results, and league tables for competitions including the Premier League, Champions League, La Liga, Bundesliga, Serie A, and international tournaments, alongside curated betting offers and casino bonuses from UKGC-licensed operators. Targeted at UK and European sports fans.
• Sports Mole Newsletter Daily email subscription service delivering sports news previews, predictions, and curated betting offers for major competitions directly to subscribers' inboxes, reaching approximately 20,000 subscribers. Targeted at sports enthusiasts and betting offer shoppers seeking a daily digest.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered parent/framework and core.

• North Star Network (NSN)parent/frameworkStrategic or Co-development PartnerSports Mole operates under the North Star Network (NSN) portfolio of sports websites. NSN provides the journalistic framework, content standards (Journalist Charter with 7 core values), and business infrastructure including advertiser relationships and affiliate networks. Sports Mole's content is written by NSN-collaborated professional journalists and sports specialists.
• UKGC-Licensed Betting OperatorscoreGTM or Marketing PartnerSports Mole maintains affiliate partnerships with numerous UK Gambling Commission-licensed betting operators including bet365, Coral, William Hill, Paddy Power, Betfair, Virgin Games, Jackpotjoy, Gala Spins, MrQ, and others. The platform features promotional offers, bonus codes, and signup deals for these operators, earning commission when users click through and register.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Flashscore: Global live scores and sports statistics platform with integrated betting odds and affiliate links, offering comparable content (scores, previews, predictions) and monetization to Sports Mole.
• GiveMeSport: One of the UK's largest sports news and media platforms, part of the North Star Network family, with heavy football coverage, video content, and a comparable betting-adjacent advertising and affiliate revenue model.
• The Sportsman: UK sports media brand producing news, features, and betting-related content with comparable advertising and affiliate monetization targeting British sports fans.
• Sportskeeda: Major multi-sport digital media publisher with heavy football and sports-betting-adjacent content, monetized through display ads and affiliate links — directly comparable in operating model and target audience.
• 90min: Global football media network producing news, features, and live coverage with monetization via display advertising and betting operator partnerships — a directly comparable English-language sports publisher.
• Squawka: UK football statistics, news, and prediction platform with similar editorial coverage and an ad- and affiliate-supported business model.
• PlanetSport: UK-based sports media site operating within the same North Star Network portfolio as Sports Mole, covering football, cricket, rugby, and other sports with similar betting affiliate monetization — a direct sibling comparable in scope, geography, and revenue model.
• FootballFanCast: UK football-focused digital media outlet also under North Star Network, providing news, opinions, and transfer coverage with similar ad and affiliate monetization to Sports Mole.

Broad incumbents

• Goal.com: One of the world's largest football media brands, operating across dozens of markets with news, live scores, and integrated betting content — broader in scale and geographic reach than Sports Mole but with an overlapping UK football audience and affiliate model.
• Better Collective (BettingExpert): Listed sports betting affiliate media group owning betting tip platforms (e.g., bettingexpert) and operating across multiple markets — a broader incumbent in the same sports affiliate category Sports Mole operates in.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SportsMole

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sports Mole