Podium (formerly PA Betting Services)

What Podium (formerly PA Betting Services) does

Podium (formerly PA Betting Services) is a UK-based B2B sports data and betting content provider, headquartered in Howden and operating as a wholly-owned subsidiary of PA Media Group. The company delivers real-time sports and racing data feeds, expert statistics, user analytics, and content solutions to a global client base of online sportsbooks, sports rightsholders, racecourses, affiliates, media companies, and technology platforms.

Its product portfolio is organized as a platform-plus-modules architecture. Core offerings include Pulse (live sport and racing data feeds), Edge (expert statistics and analysis), Flexhub (user analytics and customer retention), and AdVantage (all-in-one racing solution) for sportsbook customers, alongside Fixed-Odds Production and Global Streaming for rightsholders. The Premium Live product is an API-first service delivering pre-match, live, and post-event coverage including fixtures, line-ups, live scores, and results, enabling partners to embed real-time data into their own platforms. Following the October 2023 acquisition of Singapore-based iRace Media, the company combines Asian horse racing data with its existing portfolio to offer a broader global racing database.

Podium generates revenue primarily through recurring B2B subscription and licensing agreements for data feeds, API access, and content services, sold via direct enterprise field sales with quote-based pricing that is not publicly disclosed. The company rebranded from PA Betting Services to Podium in 2024 to reflect its expanded multi-sport positioning, and in May 2025 entered the Australian market with its first APAC contract, online bookmaker Picklebet.

Name

Podium (formerly PA Betting Services)

Legal name

Podium Ltd

Website

https://pabettingservices.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Podium is a UK-based B2B sports data and betting content provider, wholly-owned by PA Media Group, delivering real-time data feeds, statistics, analytics, and streaming solutions to global sportsbooks, rightsholders, racecourses, and media companies.

Ownership category

akta.pro rank

Product category

Sports Data and Betting Content

NAICS

Spectator Sports (71121), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Sportsbook Trading, Odds & Feed Providers (MPAEAKAB)

akta.pro secondary industries

Sports Data Feeds & Integrity Monitoring (MPAEACAE), Sports Data-Driven/Interactive Streams (Stats Overlays, Alternate Feeds) (MPAKAOAH)

Keywords

• Sports data feeds
• Betting content solutions
• Racing data API
• Sportsbook analytics
• Real-time sports data

Headquarters

HQ city

Howden

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Sports Data and Content Licensing: B2B licensing of real-time sports betting data, racing data, and content services to sportsbooks, rightsholders, and media companies. Revenue generated through API access, data feeds, and content distribution agreements with enterprise clients globally.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Podium provides real-time sports and racing data, statistics, and content solutions to the global betting and sports media industry via an API-first Premium Live platform. Its product suite includes Pulse (live data feeds), Edge (expert stats and analysis), Flexhub (user analytics and retention), AdVantage (racing solution), Fixed-Odds Production, and Global Streaming, sold to sportsbooks, rightsholders, racecourses, affiliates, media companies, and technology platforms worldwide.

Product overview

Podium operates as a platform-plus-modules architecture offering sports betting data and content solutions. The core offerings include Pulse (live data feeds), Edge (stats and analysis), Flexhub (user analytics), and AdVantage (racing solution) for sportsbooks. For rightsholders, they provide Fixed-Odds Production and Global Streaming services. The Premium Live API enables real-time data integration for partners. The product portfolio serves sportsbooks, rightsholders, affiliates and media, racecourses and sponsors, and technology platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Pulse: Live sport and racing data feeds for sportsbooks.
• Edge
• Flexhub
• AdVantage
• Fixed-Odds Production
• Global Streaming

Products and services

• Pulse
• Edge Expert stats and analysis platform providing in-depth statistical insights for betting operators.
• Flexhub User analytics and customer retention solution designed to help sportsbook and racecourse operators maximise user engagement and reduce churn.
• AdVantage All-in-one racing solution providing comprehensive racing data and betting content for sportsbook operators.
• Fixed-Odds Production Fixed-odds wagering solution for rightsholders enabling them to offer betting services on their content.
• Global Streaming Tailored OTT streaming platform allowing rightsholders to distribute video content to global audiences.
• Premium Live API-first product providing comprehensive pre-match, live and post-event coverage including fixtures, line-ups, live scores and results, enabling real-time data integration for partners.

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core and flagship.

• iRace MediacoreStrategic or Co-development Partner · 3 October 2023PA Betting Services (now Podium) acquired Singapore-based iRace Media, an Asian horse racing data specialist. The acquisition enables the combined entity to offer a broader global racing database, enhance data and content services, and expand regional presence in Asian markets. iRace Media continues to operate independently while contributing Asian market expertise.
• PicklebetflagshipTechnology or IntegrationFirst Australian contract with online bookmaker Picklebet. Podium provides fast and accurate data across multiple sports including tennis, football, cricket, rugby and major US tournaments. The API-first Premium Live product gives Picklebet access to comprehensive pre-match, live and post-event coverage for web and app integration.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pa-betting-services

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries5 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 Podium (formerly PA Betting Services)