What Goodwin Racing does

Goodwin Racing Limited is an independent UK bookmaker founded in 1997 and headquartered at 4 Kingfisher Court, Uckfield, East Sussex. It operates a telephone-led sports betting service, accepting bets via dedicated UK freephone (08000 421 321), UK standard (03333 221 321) and Irish freephone (1800 421 321) numbers, with a stated operating window of 09:00-22:00. The company is licensed and regulated by the UK Gambling Commission (Licence no. 2927) for Great Britain and Northern Ireland, and by the Irish Revenue Commissioners (Licence no. 1021087) under the Betting (Amendment) Act 2015.

The core product is a human-operator telephone betting service covering horse racing, football, greyhound racing, and a long secondary tail of sports including tennis, boxing, darts, rugby, snooker, cricket, golf, basketball, ice hockey, baseball, MMA, table tennis, and esports. The betting stack is supplemented by a Telegram instant messaging channel (@goodwinracing) with a 'Green Tick' confirmation protocol, and by a website (goodwinracing.co.uk) that serves as an information hub and registration portal. Underlying technology consists of voice telephony integrated with SIS live data feeds for real-time scores, elapsed time, and racing results, plus standard responsible-gambling tooling (deposit limits, timeouts, self-exclusion, GAMSTOP participation) and segregated customer funds held at Metrobank.

The revenue model is a transaction-based take rate on sports bets, taking a margin between odds quoted at the time of bet placement and actual event outcomes. Pricing is pay-as-you-go with a £0.10 minimum stake and £100,000 maximum aggregate winnings per customer per calendar day (with sub-caps of £100,000 for horse racing, £100,000 for Grade 1 football, £50,000 for other football/sports, £25,000 for foreign racing, and £15,000 for Tote bets). The business is direct-to-consumer, with no named enterprise or B2B accounts disclosed. Customer acquisition runs through the company website, brand ambassador partnerships, organic social media, and 25+ years of word-of-mouth reputation. The firm operates with 11-50 employees and shows no external investors, parent company, subsidiaries, or funding rounds in the available data.

Name

Goodwin Racing

Legal name

Goodwin Racing Limited

Website

https://goodwinracing.co.uk

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Goodwin Racing is an independent UK and Irish bookmaker, founded in 1997 and based in Uckfield, offering a telephone-led sports betting service on horse racing, football, greyhounds, and other sports via trained operators. The company is dual-licensed by the UK Gambling Commission and the Irish Revenue Commissioners.

Ownership category

akta.pro rank

Product category

Sports Betting Services

NAICS

Gambling Industries (7132)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Off-Track Betting (OTB) & Simulcast Wagering (MPAEADAC)

Keywords

• Telephone betting
• Sports betting
• Horse racing betting
• Football betting
• Greyhound racing

Headquarters

HQ city

Uckfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Sports Betting Transaction Revenue: Goodwin Racing generates revenue through sports betting transactions. Customers place bets on horse racing, football, greyhounds, and other sports via telephone. The company takes a margin on betting odds and pays out winnings to customers. Revenue is generated from the spread between odds offered and actual event outcomes.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Goodwin Racing operates an independent UK telephone bookmaking service founded in 1997, allowing registered customers in Great Britain, Northern Ireland, and the Republic of Ireland to place sports bets by calling dedicated telephone numbers (and via Telegram) on horse racing, football, greyhounds, and other sports. The company earns revenue from the margin between quoted odds and outcomes, offers Best Odds Guaranteed on UK/Irish horse and greyhound racing, and processes withdrawals by noon the next day.

Product overview

Goodwin Racing operates as an independent UK bookmaker offering telephone betting services since 1997. The core offering is a telephone betting service (08000 421 321) supported by Telegram-based betting through @goodwinracing. The sports betting product covers horse racing, football, greyhounds, tennis, boxing, darts, rugby, snooker, cricket, golf, basketball, ice hockey, baseball, MMA, table tennis, and esports. Promotional features include Best Odds Guaranteed on UK/Irish horse and greyhound racing and a new customer opening offer. The company also provides educational tools including a Sports Betting Glossary and comprehensive Telephone Betting Rules documentation.

Differentiator

Problem solved

Functional benefit

Products and services

• Telephone Betting Service
• Horse Racing Betting
• Football Betting
• Greyhound Racing Betting
• Telegram Betting
• Best Odds Guaranteed
• Opening Offer - Free Matched Bet

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

One partnership is on record.

• Satellite Information Services Limited (SIS)coreTechnology or IntegrationSIS provides live data feeds for sports betting information including scores, elapsed time, and racing results. The company holds copyright over information displayed on Goodwin Racing's website. SIS data enables real-time market pricing and event information for telephone betting operations.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Star Sports (Independent Bookmakers): Long-established independent UK bookmaker with a strong horse-racing focus and both retail and telephone/digital wagering channels, competing for the same value-conscious UK and Irish punter base as Goodwin Racing.
• Jenningsbet: Mid-sized independent UK bookmaker with retail shops and digital wagering across horse racing and football, closely comparable in size and independent-operator positioning to Goodwin Racing.
• Bet Victor: Independent UK-facing sportsbook with strong horse racing heritage and multi-channel wagering, overlapping with Goodwin's UK/Irish customer base and racing-led product mix.
• Spreadex: UK-licensed spread betting and sportsbook operator offering telephone betting alongside digital channels. Highly comparable to Goodwin Racing in combining traditional phone-based service with regulatory licences and a multi-sports book.

Broad incumbents

• Betfair (Flutter): UK-licensed betting exchange and sportsbook under Flutter. Overlaps directly with Goodwin's horse racing and football markets and shares the UK Gambling Commission regulatory perimeter.
• Bet365: Largest UK-licensed online bookmaker with deep horse racing and football coverage. Sets the competitive benchmark on pricing, in-play depth, and promotional offers against which Goodwin must compete for the same UK/Ireland customers.
• Paddy Power (Flutter): Irish-rooted bookmaker operating in the UK and Ireland under similar regulatory licences. Competes with Goodwin in horse racing and football via much larger digital and retail infrastructure.
• William Hill: Major UK-licensed bookmaker with a heritage telephone-betting operation alongside a large online platform. Overlaps with Goodwin Racing on UK regulatory footprint and horse racing/football markets, but at vastly greater scale.
• Ladbrokes (Entain): UK incumbent bookmaker (part of Entain) offering retail, online, and telephone wagering across the same horse racing, football, and greyhound markets that anchor Goodwin's offering.

Regional players

• Boylesports: Irish-headquartered bookmaker licensed in the UK and Ireland, operating retail and digital channels on the same racing and football core that Goodwin serves, but with a primarily Irish retail footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/goodwin-racing-limited

Compliance5 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 Goodwin Racing