Sportmarket

What Sportmarket does

Sportmarket is a privately held online sports betting broker, incorporated as Sportmarket Services Limited in the Isle of Man and founded in 2004. The platform functions as an intermediary that aggregates real-time odds from more than 15 bookmakers and betting exchanges — including Sharpbet, SBO, Singbet, PS3838, Betfair, Smarkits, Matchbook, BETDAQ, IBCbet, 3et, and Molly Exchange — and routes wagers through a single funded user account. The core technology is a web-based trading platform with a real-time odds aggregation engine, a bet slip that monitors odds changes against a user-defined minimum and timeout, and a mobile web application that delivers full functionality without requiring native app installation. In 2025 the company added integrations with Kalshi and Polymarket prediction markets, an Arb Calculator for hedging external bets, an Event Insights Widget for in-play match data, and an eSports vertical, while also rebranding from "Sportmarket PRO" to "Sportmarket" to broaden its addressable audience.

The business model is commission-based and free to end users. Sportmarket earns a small percentage of the betting turnover it generates for partner bookmakers and exchanges, with no subscription fees or per-bet charges to customers; bookmaker and exchange fees are absorbed into the displayed odds. Promotional spend includes a 50% deposit bonus up to €100, a weekend accumulator refund up to €20, and 0.15% automatic cashback on PS3838 turnover. Customer acquisition relies on content marketing via the company blog, organic social, and a CPA-based affiliate program offering up to €200 per depositing player. The company holds an Isle of Man Gambling Supervision Commission license (issued 02/05/2024) and is PCI DSS and GDPR compliant, serving a globally distributed base of individual bettors across two primary personas — experienced/professional bettors seeking high limits and unrestricted winnings, and new/casual bettors seeking best-odds access without managing multiple accounts — while explicitly excluding users in the USA, UK, and France.

Name

Sportmarket

Legal name

Sportmarket Services Limited

Website

https://sportmarket.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Sportmarket is an Isle of Man-licensed online sports betting broker founded in 2004 that aggregates real-time odds from 15+ bookmakers and exchanges into a single funded account, earning commission on user turnover routed to partners and serving global individual bettors.

Ownership category

akta.pro rank

Product category

Sports Betting Broker / Online Gambling Platform

NAICS

Gambling Industries (7132), Other Gambling Industries (713290)

SIC

Security & Commodity Brokers, Dealers, Exchanges & Services (6200), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sportsbook Trading, Odds & Feed Providers (MPAEAKAB)

akta.pro secondary industries

Exchange Odds, Pricing, Trading Tools & APIs (MPAEAIAG), Payments, Wallets & Cashiering for Sports Betting (MPAEACAG), Sportsbook Affiliate & Comparison Sites (MPAEAMAA)

Keywords

• Sports betting broker
• Betting exchange aggregation
• Multi-bookmaker platform
• Odds comparison service
• Online betting intermediary

Headquarters

HQ city

Douglas

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Commission from Bookmakers: Sportmarket is completely free for users — no subscription, no commissions charged to customers. The company generates revenue by partnering with bookmakers and earning a small commission based on the turnover (betting volume) it generates for them. Bookmaker and exchange fees are integrated into the displayed odds rather than charged separately.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Sportmarket operates a web-based sports betting broker platform that aggregates real-time odds from over 15 connected bookmakers and betting exchanges. Users fund a single account and place bets across multiple providers through one unified interface, accessing best available odds, Asian Handicap markets, and unrestricted betting limits. The service is provided free of charge to users, with revenue earned through commissions from partnered bookmakers based on turnover generated.

Product overview

Sportmarket is a sports betting broker platform that operates as a unified system connecting bettors to multiple bookmakers and betting exchanges through a single funded account. The core product is the Sportmarket platform itself, which includes the Main Account for fund management and the Sportmarket Betting Platform for bet placement across partner bookmakers. The service integrates over 15 bookmakers and exchanges including Sharpbet, SBO, Singbet, PS3838, Betfair, Smarkets, and prediction markets like Kalshi and Polymarket. A mobile web application provides on-the-go access, while supplementary tools include an Arb Calculator for hedging and an Event Insights Widget for live betting data. The company offers promotional products including initial deposit bonuses, accumulator refunds, and tournament-specific cashback promotions. All services are provided free of charge to users, with revenue generated through bookmaker commissions.

Differentiator

Problem solved

Functional benefit

Products and services

• Sportmarket Betting Broker Platform A web-based betting broker platform that provides a single funded account giving users access to over 15 leading bookmakers and betting exchanges with the best possible odds. Functions as an intermediary between bettors and bookmakers, offering premium betting tools free of charge. For individual sports bettors globally (excluding USA, UK, France).
• eSports Betting Service New eSports betting service added to the Sportmarket platform, enabling users to place bets on eSports events through the same multi-bookmaker broker interface. Available to individual bettors seeking alternative sports betting markets.
• Sportmarket Affiliate Program CPA-based affiliate partnership program where partners (sports betting content websites, odds comparison sites, tipping services, and social media channels) earn up to €200 per depositing player referred to Sportmarket. Banners and promotional materials are provided to affiliates.

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature7 records

Partnerships

Eleven partnerships are on record, tiered core and flagship.

• SharpbetcoreTechnology or IntegrationBookmaker partner integrated into the Sportmarket Betting Platform, providing odds and betting markets accessible through the single-account system.
• SBOcoreTechnology or IntegrationBetting exchange partner connected to the Sportmarket platform, enabling users to access exchange odds and markets through the unified interface.
• SingbetcoreTechnology or IntegrationAsian bookmaker partner providing access to Asian Handicap markets and high-liquidity betting options through the Sportmarket platform.
• 3etcoreTechnology or IntegrationBookmaker partner integrated into the Sportmarket platform for odds aggregation and bet placement.
• SmarketscoreTechnology or IntegrationUK-based betting exchange partner offering exchange betting markets accessible through the Sportmarket platform.
• PS3838flagshipTechnology or IntegrationKey bookmaker partner offering high limits and competitive odds. PS3838 powers accumulator bets on Sportmarket and is the subject of regular cashback promotions (0.15% on all turnover).
• Molly ExchangecoreTechnology or IntegrationBetting exchange partner providing exchange betting functionality accessible through the Sportmarket platform.
• BetfaircoreTechnology or IntegrationMajor betting exchange partner offering exchange odds and markets accessible through the Sportmarket platform.
• MatchbookcoreTechnology or IntegrationBetting exchange partner integrated into the Sportmarket platform for odds aggregation and market access.
• IBCbetcoreTechnology or IntegrationAsian bookmaker partner providing access to Asian Handicap and other betting markets through the Sportmarket platform.
• BETDAQcoreTechnology or IntegrationBetting exchange partner integrated into the Sportmarket platform offering exchange betting markets and odds.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BetInAsia: BetInAsia is a direct bet broker competitor focused on Asian bookmakers and exchanges, offering similar single-account multi-bookmaker access and high-limit betting for sharp bettors. It is the most closely comparable peer in the bet-broker category.
• Asian Connect (Asiabet): Asian Connect is a bet broker connecting users to Asian-facing bookmakers such as Singbet, SBO, and IBCbet — several of which are also Sportmarket partners. It targets the same professional bettor persona and competes on aggregation breadth and high limits.
• Brokerstorm: Brokerstorm is a smaller bet broker offering multi-bookmaker access similar to Sportmarket's model. It is a direct competitor for the same professional and sharp-bettor user base, though with a less developed product and smaller partner network.

Broad incumbents

• Betfair Exchange: Betfair is the largest betting exchange and a flagship Sportmarket partner, but also a destination bettors can use directly. It overlaps on exchange-odds access and liquidity, and serves a comparable (though more casual) bettor base.
• Smarkets: Smarkets is a betting exchange integrated into Sportmarket, but it also operates a standalone consumer-facing exchange platform. It competes for the same exchange-liquidity use case with lower commission rates, attracting the more price-sensitive sharp bettor.
• Matchbook: Matchbook is a betting exchange integrated into Sportmarket that also runs its own low-commission consumer exchange. It overlaps on peer-to-peer betting odds and is an alternative destination for sharp bettors seeking tight pricing.
• BETDAQ: BETDAQ is a betting exchange accessible via Sportmarket and a standalone exchange product for sports bettors. It competes in the same exchange-odds and low-margin trading niche.

Emerging players

• Polymarket: Polymarket is a prediction market integrated into Sportmarket and a standalone product for event-outcome trading. It represents the emerging prediction-market category that Sportmarket is now aggregating, and competes for user attention and wallet share on event-based betting.
• Kalshi: Kalshi is a US-regulated prediction market integrated into Sportmarket, serving event-contract bettors. It is a newer category entrant whose growth Sportmarket can either ride (as a distribution channel) or compete against (as user destination).

Others

• OddsMonkey: OddsMonkey provides matched-betting and arbitrage tools and training for sports bettors. While not a broker, it addresses the same professional/semi-pro bettor persona and competes for affiliate-driven acquisition of value-oriented bettors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/SportmarketPro
• Facebookfacebook.com/SportmarketPro
• LinkedInlinkedin.com/company/sportmarket

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Sportmarket