Spotlight Sports Group

What Spotlight Sports Group does

Spotlight Sports Group is a UK-based sports betting content and technology company that operates a dual B2B/B2C model. Founded in 1986 as the Racing Post newspaper and now owned by Exponent Private Equity, the company is headquartered in London (with a registered office in Weybridge and a US regional hub in New York) and employs 400-460+ people across editorial, technology, product, commercial, and translation functions. SSG serves sports betting operators, media publishers, and racing organisations globally, with a stated reach across 70+ languages and content coverage of 30,000+ sporting events and 60,000+ racing events annually. The consumer-facing portfolio includes Racing Post (described as the world's largest horse racing affiliate), Pickswise, Free Super Tips, myracing, and Fantasy Alarm.

The company's technology stack is anchored by Superfeed, a proprietary AI-powered content engine that generates pre-play, in-play, and horse racing insights delivered via API or embedded into operator front-ends. Reported performance metrics attributed to Superfeed include a 39% increase in customer likelihood to place a bet and 49% betslip conversion on Halo Event Hubs. The broader product suite comprises Halo Content Destinations (a white-label content site-building platform with CMS, live odds, add-to-betslip, SEO, and geo-targeting functionality), Beam (multilingual editorial and broadcast-quality audio services), Smart View Racecards (graphical racecards for horse, greyhound, and sports betting, reported to deliver 8% uplift in bet-placed sessions for BoyleSports), Racing Post Retail (digital betting shop displays), and Smart Widgets. The platform supports API-first integration, including via the Betmakers Core API since April 2025, and is GDPR- and CCPA-compliant.

SSG monetises through a diversified revenue mix: affiliate/CPA and revenue-share arrangements with sportsbooks (the largest single stream, leveraging Racing Post's affiliate position); B2B SaaS subscriptions and licensing for Superfeed, Halo, Smart View, and Beam; video sponsorship and content production (e.g., Racing Post Live, Upping the Ante, Good Morning Cheltenham, sponsored by bet365, Betfair, Paddy Power, Coral, Betfred); print and digital advertising; and B2B content and data services. Named enterprise customers include bet365, William Hill, Betfair, Paddy Power, Coral, Betfred, BoyleSports, Unibet/Kindred, FDJ United, AS.com/Diario AS (JV), Advance Local, Sportskeeda, Yardbarker/Playmaker Capital, LiveScore Group, Hong Kong Jockey Club, and Ascot Racecourse. Pricing is not publicly disclosed, with B2B products sold via custom enterprise agreements and consumer brands free to users. Geographic reach spans the UK, Ireland, US, Spain, Australia, New Zealand, Hong Kong, Turkey, and Brazil.

Name

Spotlight Sports Group

Legal name

Spotlight Sports Group

Website

https://spotlightsportsgroup.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Spotlight Sports Group is a UK-based sports betting content and technology company operating consumer brands (Racing Post, Pickswise) and a B2B platform (Superfeed, Halo, Smart View) serving global bookmakers, media publishers, and racecourses across 70+ languages.

Ownership category

akta.pro rank

Product category

Sports Betting Content & Technology

NAICS

Gambling Industries (7132)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sportsbook Affiliate & Comparison Sites (MPAEAMAA)

akta.pro secondary industries

Affiliate, Media Buying & Performance Marketing for Sports Betting (MPAEACAH), Sports Data/Stats & Betting Rights Distribution (Official Data Feeds) (MPABAJAL), Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)

Keywords

• Sports betting content
• Betting technology platform
• Affiliate marketing services
• Horse racing media
• Sports data api

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Affiliate Revenue / Super Affiliate Network: Spotlight Sports Group operates as a super affiliate, driving user acquisition for sports betting operators. Revenue is generated through affiliate agreements, cost-per-acquisition (CPA), and revenue-share arrangements with bookmakers. Racing Post is described as the world's largest horse racing affiliate.
2. SaaS / Software Licensing: Conversion of industry-leading products to a Software-as-a-Service (SaaS) product line. Products include Games self-service, Smart View API, Superfeed API, and Halo content platform — all delivered as subscription/licensing SaaS to operator partners.
3. B2B Content & Data Services: Providing editorial content, betting insights, and data services to betting operators and media publishers. Revenue from content licensing, managed services, and professional services engagements.
4. Print & Digital Advertising: Print advertising in the Racing Post newspaper (highly valued by bookmakers for reaching valuable sports betting audiences) and digital advertising across the group's digital brand network.
5. Video Sponsorship & Content Production: Producing and sponsoring video programming (Racing Post Live, Upping the Ante, Good Morning Cheltenham, What A Shout, In The Know, My Festival) with betting operators as title sponsors, generating sponsorship revenue.

Go-to-market motion4 records

Distribution channels5 records

Marketing channels6 records

Core offering

Spotlight Sports Group is a global sports betting content and technology company that provides bet-stimulating pre-play, in-play, and horse racing insights, multilingual editorial and audio content, content site-building platforms, and digital retail products to sportsbook operators and media publishers worldwide. It also operates a portfolio of consumer-facing sports betting media brands (Racing Post, Pickswise, myracing, Free Super Tips, Fantasy Alarm) monetised through affiliate revenue, alongside a B2B SaaS product line including Superfeed, Halo, Beam, Racing Post Retail, and Smart View.

Product overview

Spotlight Sports Group is a modular B2B sports betting technology and content platform built around a core content engine (Superfeed) that powers multiple integrated products and modules. The platform architecture consists of: Superfeed (the award-winning content engine delivering pre-play, in-play and horse racing insights via API); Halo Content Destinations (the site-building platform for creating managed content sites); Beam (editorial and audio content services); Racing Post Retail (digital products for betting shops including Smart View racecards); and Smart Widgets (dynamic betting widgets with AI). The company also operates consumer-facing sub-brands including Racing Post (flagship multimedia publisher), Pickswise (North American sports betting), myracing, Free Super Tips, Fantasy Alarm, and Spotlight premium content. ICS-digital, an international marketing agency, operates separately under the group umbrella. Products are delivered as SaaS with API integration capabilities for operator and media partners, supporting content in 70+ languages.

Differentiator

Problem solved

Functional benefit

Brands

• Halo: Premium content destinations built for sports betting, horse racing and fantasy sport
• Superfeed
• Beam
• Racing Post Retail

Products and services

• Halo Content Destinations Proprietary content site-building platform that builds and manages specialist content sites in any language and for any sport, equipped with customised CMS, live odds, add-to-betslip functionality, SEO tools, and geo-targeting. Delivered 49% of visits resulting in one or more selections being added to a betslip. Targeted at sportsbook operators and media publishers seeking a turnkey betting content destination.
• Superfeed Award-winning market-leading bet-stimulating content engine delivering pre-play, in-play, and horse racing insights, covering 30,000+ events per year in any language. Powered by a sophisticated algorithm driven by historic events and on-pitch action. 39% of customers are more likely to place a bet after seeing Superfeed content; 20% of bettors who saw in-play content staked on selections. Delivered to operators via API.
• Beam Editorial & Audio Bespoke, hand-crafted written editorial content in any language designed to engage customers and improve SEO, alongside broadcast-quality audio output across 70+ languages. Targeted at sportsbook operators and media publishers seeking multilingual editorial and audio services.
• Racing Post Retail (Digital BSD, Sports Tablet, Smart View) Best-in-class digital products for betting shops including Digital BSD (in-depth horse racing, greyhound, sport and virtuals display), Smart View racecards, Departure Board, and Sports Tablet with expert predictions and daily Racing Post tabloid. Targeted at betting shop operators seeking to modernise the in-store experience.
• Smart View Racecards Revolutionary graphical racecard developed for retail and digital audiences, inspired by video game UI design to simplify the user experience. Available for UK, Irish, South Africa, US, French, and Australian racing, plus greyhounds. Delivered 8% increase in total sessions with a bet placed for BoyleSports. Sold to sportsbook operators and betting shop chains.
• Racing Post (Consumer Brand) Market-leading multimedia sports publisher providing premium data, award-winning editorial, integrated betting experiences, and expert tipping services since 1986. World's largest horse racing affiliate. Free-to-use for consumers; monetised through affiliate revenue and advertising.
• Pickswise (Consumer Brand)
• myracing (Consumer Brand)
• Free Super Tips (Consumer Brand)
• Racing Post App Mobile application for iOS and Android providing racing content, expert tips, racecards, and integrated betting functionality for sports bettors on the go.
• Smart Widgets

Quantifiable outcome

• 39% of customers more likely to place a bet after seeing Superfeed content vs those who did not
• +5 more outcomes

Named customers20 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability9 records

Feature6 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Clever AdvertisingcoreStrategic or Co-development Partner · 1 September 2025Strategic partnership to scale Pickswise. Clever Advertising contributes to content strategy and delivery in equal partnership. Pickswise recently ranked among top 100 US sports betting content sites with millions of monthly visits.
• LiderformminorStrategic or Co-development Partner · 27 August 2025Landmark partnership to provide comprehensive US racing content to Turkish racing enthusiasts via Liderform, Turkey's most popular horseracing information portal.
• Ascot RacecoursecoreStrategic or Co-development Partner · 9 April 2025Multi-year strategic partnership to feature Racing Post Smart View card at Ascot, debuting during the Howden Christmas Racing Festival. Elevates horseracing fan experience through innovative racecard technology.
• FDJ UnitedcoreStrategic or Co-development Partner · 3 April 2025Extension of long-standing content arrangement. FDJ United online betting & gaming division rolls out SSG's Smart View raceday content on 32Red.
• BetmakerscoreTechnology or Integration · 1 April 2025Partnership making Smart View available via Betmakers Core API, enabling broader distribution of racing content across Betmakers' operator network.
• Kindred Group / UnibetcoreStrategic or Co-development Partner · 18 October 2024Partnership with Kindred Group's Unibet brand to deliver Smart View racecards. Unibet becomes the digital sportsbook partner for Smart View, ahead of QIPCO British Champions Day.
• Hong Kong Jockey ClubcoreStrategic or Co-development Partner · 17 June 2024Multi-year agreement extension. Powered by Racing Post, the partnership promotes Hong Kong racing to a worldwide audience through comprehensive coverage and digital distribution.
• William HillcoreStrategic or Co-development Partner · 1 June 2024Euro 2024 content hub provider for William Hill. Also partnered to launch digital betting shop displays in the on-course William Hill shop at York Racecourse, integrating Racing Post data, content, and form.
• BoyleSportscoreStrategic or Co-development Partner · 31 January 2024Partnership to deliver custom-built 'Destination Cheltenham' Content Hub for BoyleSports. Following successful Smart View rollout, BoyleSports extended long-term partnership. Smart View delivered 8% increase in bet-placed sessions.
• Moneta Communications / One Twenty GroupminorStrategic or Co-development Partner · 30 January 2024Renewal and expansion of multi-year strategic partnership. SSG delivers racing insights via Superfeed content engine and betting editorial from expert tipsters.
• BetfredcoreStrategic or Co-development Partner · 17 January 2024Euro 2024 content hub provider for Betfred, building on success of World Cup Content Hubs.
• LiveScore GroupcoreTechnology or Integration · 23 November 2022Multi-year Superfeed Pre-play football content partnership. Launch of pre-match content across 22 different football leagues on LiveScore Media site, extending SSG's content reach into football.
• bet365coreStrategic or Co-development Partner · 3 November 20222-year video content partnership extension; bet365 became title sponsor of Racing Post show Upping the Ante for the 4th and 5th consecutive series. bet365 also sponsors What A Shout programme every Friday.
• Sportskeeda / Absolute Sports PVT LimitedcoreStrategic or Co-development Partner · 4 October 2022Long-term strategic partnership with Sportskeeda (serving 100 million monthly sports fans globally) with focus on the USA. SSG provides tools, software, and affiliate expertise to deliver complete sports betting solutions, optimising content conversion and affiliate performance.
• Yardbarker / Playmaker Capital InccoreStrategic or Co-development Partner · 3 May 2022Long-term strategic partnership providing comprehensive horse racing programming for Yardbarker.com across North America. SSG provides coverage including entries, results, content, tools, games, and AI-generated content for all major US racing tracks, including Kentucky Derby/Oaks.
• Advance LocalcoreStrategic or Co-development Partner · 16 February 2022SSG partnered with Advance Local (one of the largest local media companies in the USA, reaching 50+ million people daily via 12 digital sites) to provide localised sports betting content, tools, and integrated affiliate solutions for multiple markets including New York, Michigan, and Oregon.
• AS.com / Diario AScoreStrategic or Co-development Partner · 13 December 2021SSG entered a joint venture with AS.com (3rd largest sports publication globally) to provide end-to-end management of a publication-specific affiliate platform for millions of AS.com sports fans. SSG delivers Spanish-language betting content, AI-generated content, SEO, CRM, and revenue optimisation services. Platform already live in Spain.
• Alarm Sports NetworkcoreStrategic or Co-development Partner · 2 September 2021Spotlight Sports Group acquired Alarm Sports Network as part of its US market expansion strategy to grow its footprint in the sports betting and media sector. This acquisition strengthened SSG's presence in the North American market.

Scale indicators14 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Catena Media: Listed sports betting and casino affiliate operator with global footprint. Competes head-to-head for operator affiliate budgets and SEO-driven consumer traffic, with comparable revenue mix between affiliate and B2B services.
• Raketech: Listed affiliate marketing company specializing in iGaming and sports betting, with similar SaaS/affiliate hybrid model. Overlaps in European markets and serves comparable operator customers.
• Better Collective: Public sports betting affiliate and performance marketing group operating a similar super-affiliate model globally. Directly comparable in business model (affiliate + SaaS) and customer base (sportsbook operators), with overlapping owned media properties and B2B technology offerings.
• Oddschecker (Brand Advance 365): UK-headquartered odds comparison and sports betting media platform with deep bookmaker relationships. Direct competitor in the Racing Post/myracing category, also operating in horse racing and football betting verticals.
• Gambling.com Group: Public sports betting and casino affiliate operator with strong US presence. Comparable on performance marketing for sportsbooks, SEO-driven content hubs and operator-side lead generation.
• XLMedia (now Arrogant Owl / flaggedtrader): Listed performance marketing and media company focused on sports betting and personal finance verticals. Comparable on affiliate/lead-gen model, though with a different vertical mix and geographic emphasis.
• Action Network (Better Collective): US-focused sports betting content, picks and analytics platform acquired by Better Collective. Direct competitor to Pickswise and Free Super Tips in the North American affiliate and sports betting media category.

Broad incumbents

• Sportradar: Global sports data and content provider supplying betting odds, data feeds and AV content to operators. Adjacent competitor to Superfeed in official data, betting-related content and operator technology.
• Stats Perform (Perform Group): Sports data, AI content and media rights company serving leagues, media publishers and betting operators. Adjacent competitor to SSG's data/content engine and AV content services for sportsbooks.
• BetGenius (Genius Sports): Data, technology and content provider to the sports betting industry including odds feeds, risk management and trading services. Comparable in serving global Tier-1 operators with mission-critical betting infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/spotlight-sports-group

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Spotlight Sports Group