What Timeform does

Timeform is a specialist sports content and data provider formed in 1948 and headquartered in Yorkshire, United Kingdom, operating as a wholly-owned subsidiary of Flutter Entertainment plc. The company collects, analyses, and packages performance data and editorial content across three primary verticals: horse racing (its flagship offering covering British and Irish racing since the early 1990s with selected European pattern races and North American Grade 1 races), UK greyhound racing (since January 2013), and football (via the Infogol analytics platform since the 2014/15 English league season). Core technology is centred on the proprietary Timeform Rating system — performance ratings for horses and greyhounds that are continuously reviewed and updated within 48 hours of racing and presented with a unique set of flags and symbols — supplemented by Smart Stats Live, Stat Selector, and the Infogol statistical platform. Supporting products include detailed PDF race cards (£5.00 per card), printed race cards sold at UK and Ireland racecourses, the Timeform Jury daily tipping subscription, TV Focus for ITV races, Horses To Follow Extra, Sectional Times spreadsheets, the Timeform Bloodstock Sales Guide, the My Timeform personalization suite (Tracker, Dashboard, Filter), and native iOS/Android mobile applications.

Timeform operates a hybrid direct-to-consumer and B2B go-to-market model. Consumer revenue is generated through recurring monthly Race Pass subscriptions, timed access passes (1, 3, 7, or 28 days), individual race pass purchases, PDF race card downloads, printed race card sales at racecourses, and premium tipping subscriptions, with billing processed via PayPal in GBP. Commercial B2B revenue is generated through API and data licensing services delivered via commercial.timeform.com to third-party betting operators, media companies, and other partners, with Timeform appointed by the Racecourse Data Company as an authorized distributor of official British horseracing pre-race data. Distribution is multi-channel: the timeform.com website, iOS and Android mobile apps, social media accounts (Facebook, Twitter including @Timeform, @TFGreyhounds, @TimeformLive), Timeform Radio, email newsletters, and affiliate links to multiple bookmakers (Betfair, Paddy Power, Sky Bet, Coral, William Hill, BetVictor, 888 Sport, and others). The Timeform name is a registered trademark and the company's website notes that its data is protected by copyright and database rights. Data inputs include third-party pedigree information from Weatherbys and Australian ratings from Racing and Sports; content is also syndicated via Sporting Life, a sibling Flutter property.

Name

Timeform

Legal name

Timeform Limited

Website

https://timeform.com

Company type

Private

Founded year

1948

Operating status

Operating

Short description

Timeform is a Yorkshire-based specialist sports data and content provider, founded in 1948 and wholly-owned by Flutter Entertainment plc. It delivers proprietary horse racing, greyhound, and football ratings, racecards, tips, and analytics to individual bettors and B2B commercial licensees across the UK and Ireland.

Ownership category

akta.pro rank

Product category

Sports Data and Analytics

NAICS

Spectator Sports (7112)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Horse Racing Media, Data & Handicapping Content (MPAEADAF)

akta.pro secondary industries

Sports Data/Stats & Betting Rights Distribution (Official Data Feeds) (MPABAJAL), Sports Data Feeds & Integrity Monitoring (MPAEACAE)

Keywords

• Horse racing analytics
• Sports data services
• Greyhound racing data
• Racing ratings subscription
• Football betting analytics

Headquarters

HQ city

Halifax

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Race Pass Subscriptions: Recurring monthly subscriptions and timed access passes (1, 3, 7, or 28 days) providing access to Timeform Race Passes with ratings, form analysis, and expert verdicts. Processed via PayPal recurring payments.
2. Individual Race Passes: One-time purchases for individual race access. Purchasers can visit the Race Pass page any number of times without additional charges.
3. PDF Race Cards: Downloadable Race Card PDFs for specific meetings, priced at £5.00 per card. Available for British and Irish meetings from 4:30pm on declaration day.
4. Timeform Jury Subscription: Premium tipping service subscription with charges related to specific subscription periods, providing betting recommendations and analysis.
5. Printed Race Cards: Physical Race Cards sold at major racecourses, separate publication from online version with distinct pricing.
6. B2B Data Licensing: Commercial API and data licensing services for business customers including betting operators, media companies, and other commercial partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Timeform is a specialist sports content and data provider that collects, analyses and packages racing data for horse racing, greyhound racing, and football. It sells proprietary performance ratings, comprehensive racecards with form, expert tipping tips, and B2B API data licensing to individual bettors and commercial partners such as betting operators and media companies.

Product overview

Timeform is a specialist sports content and data provider formed in 1948 and wholly-owned by Flutter Entertainment plc. The product portfolio centers on three core verticals—Horse Racing, Greyhounds, and Football (via the Infogol brand)—delivered across web, mobile apps, and PDF/printed formats. The Horse Racing offering is the flagship product, providing Timeform's signature ratings, flags, and symbols alongside racecards, expert tips, results, and odds for British and Irish racing (with selected international coverage). Premium subscription products include Race Passes (recurring or timed access to detailed race analysis), the Timeform Jury daily tipping service, TV Focus for ITV races, and Horses To Follow Extra for major meetings. Data products include Sectional Times spreadsheets and Smart Stats Live. The free My Timeform personalization suite (Tracker, Dashboard, Filter) and mobile app serve self-service bettors, while a B2B API enables commercial licensing of Timeform data to third parties. The company also publishes the Bloodstock Sales Guide and aggregates betting offers from partner bookmakers.

Differentiator

Problem solved

Functional benefit

Brands

• Infogol: Football data and analytics service providing coverage since the 2014/15 English league season.

Products and services

• Timeform Horse Racing Primary horse racing content and data platform providing ratings, form analysis, racecards, expert tips, news, results, and odds for British and Irish racing, with coverage extending to selected European pattern races and North American Grade 1 races.
• Timeform Greyhounds Greyhound racing data and content platform covering UK daytime and evening action, offering racecards, form, comments, results, tips, and expert verdicts.
• Infogol Football Analytics Football data and analytics service covering the 2014/15 English league season onwards with selected additional competitions, offering predictions, statistical analysis, and value-bet recommendations.
• Race Passes Subscription product providing access to detailed race content including Horse In Focus, Warning Horse selections, Hot Races analysis, Horse/Trainer/Jockey Search, and free daily Race Passes. Sold as recurring monthly subscriptions, timed-access passes (1, 3, 7, or 28 days), or individual race purchases.
• Timeform Jury Premium subscription service providing daily betting recommendations from Timeform analysts, delivered as Jury Daily tips. Personal-use only with disclosure and resale restrictions.
• Timeform Race Cards Detailed racecards with form for up to last 8 runs, analyst comments, final verdicts, and betting forecasts. Sold as PDF downloads for British and Irish meetings or as printed publications at major racecourses.
• Sectional Times Specialized racing data product providing sectional timing analysis of races, delivered as spreadsheets purchased through the online shop.
• Horses To Follow Extra Premium tipping service providing expert advice and betting tips for major racing days, complementing the free TV Tip Sheet offering.
• TV Focus Premium tipping service providing curated betting recommendations for races televised on ITV Racing at major televised meetings.
• Timeform Bloodstock Sales Guide Annual publication providing Timeform ratings and pedigree information for thoroughbred sales, available in printed and electronic formats.
• Timeform Mobile App Free mobile application for iOS and Android providing racecards, results, tips, Smart Stats, Horse Search, and My Timeform Tracker functionality with offline Race Card storage.
• Timeform B2B & API Services Commercial API and data licensing service enabling betting operators, media companies, and other commercial partners to license Timeform's proprietary ratings, race data, and content for integration into their products. Terms of Use prohibit screen scraping, making licensed API access the sanctioned channel.

Quantifiable outcome

• Ratings reviewed and updated within 48 hours of racing in Britain and Ireland
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Flutter Entertainment plccoreStrategic or Co-development PartnerTimeform is a wholly-owned subsidiary of Flutter Entertainment plc. Flutter Entertainment is one of the world's largest online gambling companies, providing Timeform with distribution advantages through affiliated brands including Paddy Power, Betfair, Sky Bet, FanDuel, PokerStars, Sportsbet, and others.
• BetfaircoreChannel Partner/ Reseller/ DistributorAffiliate partnership providing links to Betfair and Betfair Exchange. Timeform displays Betfair Exchange prices for logged-in customers and integrates Betfair Sportsbook odds into its betting comparison features.
• Paddy PowercoreChannel Partner/ Reseller/ DistributorAffiliate partnership providing links to Paddy Power betting services. Promotional offers and free bet links displayed on Timeform platform.
• Sky BetcoreChannel Partner/ Reseller/ DistributorAffiliate partnership providing links to Sky Betting & Gaming services. Promotional offers and betting links integrated into Timeform platform.
• Racecourse Data CompanycoreTechnology or IntegrationTimeform is appointed by the Racecourse Data Company as a distributor of official British horseracing pre-race data.
• Sporting LifeminorChannel Partner/ Reseller/ DistributorAssociated site within Flutter Entertainment group. Sporting Life features Timeform-powered horse racing content, racecards, and data with 'Horse Racing Powered By Timeform' branding.
• Bookmaker Partners (Coral, William Hill, BetVictor, 888 Sport, etc.)minorChannel Partner/ Reseller/ DistributorAffiliate partnerships with multiple bookmakers for betting offer distribution and odds comparison features. Links to Betfair, Paddy Power, Coral, William Hill, BetVictor, 888 Sport, and others displayed on Timeform platform.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Racing Post: UK horse racing newspaper, website, and data provider offering racecards, form analysis, ratings, tips, and betting content. Direct competitor to Timeform across both D2C subscriptions and B2B data in the British and Irish racing market.
• At The Races: UK horse racing media platform providing racecards, form, results, tips, and free bets. Comparable D2C product set targeting the same British and Irish racing bettor audience as Timeform.
• Equibase: Official Thoroughbred racing data provider for North America, offering race programs, results, and handicapping products. Comparable role to Timeform as an authoritative data and ratings source for a major racing jurisdiction.
• Daily Racing Form: Iconic US horse racing newspaper, data, and handicapping brand providing past performances, analysis, and ratings. Functionally analogous to Timeform in terms of handicapping content and ratings, but serving the North American racing market.
• Sporting Life: Flutter sister brand that already features Timeform-powered horse racing content with 'Horse Racing Powered By Timeform' branding. Directly comparable product (racecards, tips, news) and audience, while also representing an internal distribution channel for Timeform.

Broad incumbents

• Oddschecker: Leading odds comparison and betting offers platform in the UK, aggregating bookmaker prices and free bets. Compares to Timeform on the free-bets and odds aggregation layer, but does not specialize in handicapping ratings or form analysis.
• SIS (Sports Information Services): Established B2B supplier of live racing data, pictures, and trading services to bookmakers and media. Comparable in the B2B racing data and distribution layer, but operates as a broader content/services incumbent rather than a handicapping specialist.
• Sky Sports Racing: UK racing broadcaster and content platform within the broader Sky/Flutter-aligned ecosystem. Overlaps with Timeform on racing news, racecards, and tips but delivers primarily via broadcast and digital media rather than paid handicapping subscriptions.

Regional players

• Racing and Sports: Australia-focused horse racing data and ratings provider, already a data partner supplying ratings for horses in Australia integrated into Timeform's international coverage. Comparable in product (ratings, form, tips) but operates primarily in the Australian market.
• Hong Kong Jockey Club: Hong Kong's principal horse racing operator and data publisher, offering racecards, results, and ratings. Regional equivalent in scope and authority within its jurisdiction, with limited direct overlap in the UK/Ireland market where Timeform is anchored.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Timeform1948
• Facebookfacebook.com/timeform1948

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 Timeform