Sporting Solutions

History & Ownership

Sporting Solutions was founded in 2007 as the B2B arm of Sporting Group, a British sports betting organisation that traces its roots to the 1992 founding of Sporting Index, the pioneer of sports spread betting. The company initially supplied trading and risk management services to international betting operators, leveraging the expertise built over years of operating a large B2C spread-betting book. Over the following decade, it grew to become a premier B2B odds supplier, winning contracts with tier-1 operators including Sky Betting and Gaming, Danske Spil, TABCorp, and Singapore Pools.

In June 2019, French lottery and gaming operator FDJ (Française des Jeux) acquired the entire Sporting Group, including both Sporting Index and Sporting Solutions. The acquisition valued the group at an undisclosed sum and was part of FDJ’s strategy to expand its international B2B sports betting technology footprint. Post-acquisition, Sporting Solutions continued to operate as a separate brand within FDJ’s portfolio, maintaining its London headquarters and management team.

In September 2024, Betsson Group announced a definitive agreement to acquire Sporting Solutions from FDJ, in a deal that includes the company’s trading, pricing, and sports betting risk-management offerings. The transaction is expected to close in Q4 2024, subject to regulatory approvals. Betsson stated that Sporting Solutions would continue to service its existing B2B clients while also powering Betsson’s own sportsbook operations. The acquisition underscores the value of Sporting Solutions’ proprietary technology and its position as a market leader in odds provision.

Products & Services

Sporting Solutions offers a suite of B2B sports betting solutions designed to help operators optimise margins, automate trading, and enhance player engagement. Key products include:

- Odds Services – The company’s heritage offering, providing pre-match and in-play odds across 25 major sports, leveraging mature modelling algorithms and 30+ years of pricing expertise. Odds are fully customisable with adjustable margins and delivered via the Connect platform for automated fixture booking and market management. - Risk Management – A universal Managed Trading Service (MTS) that works with any odds content, combined with AI-powered player profiling to identify and manage sharp bettors. The service is supported by 24/7 human trading teams that ensure smooth operations and minimise exposure. - Bet Builder – A multi-sport bet builder that allows operators to offer same-game/event combination bets across a wide range of sports, with an optional front-end widget solution that can be integrated directly into the operator’s interface. - Player Props – The company claims to be the No.1 provider for basketball player props, offering precision pricing across both pre-match and in-play markets. An elite generative quant team creates unique propositions and micro markets tailored to partner needs. - Platform Services – Beyond individual products, Sporting Solutions provides full sportsbook infrastructure services, including platform integration, data feeds, and custom development to support operators’ end-to-end sportsbook operations.

Technology & Innovation

Sporting Solutions differentiates itself through a combination of advanced quantitative modelling, AI-driven automation, and human expertise. Its proprietary modelling systems generate highly accurate odds that consistently deliver market-leading margins for clients. The company’s Connect platform automates fixture booking, market management, and odds distribution, reducing operational overhead for operators. In risk management, AI-powered player profiling identifies patterns indicating sharp or syndicate betting activity, triggering automated adjustments to limits or prices. The company’s generative quant team works closely with partners to create bespoke props and micro markets, enabling operators to differentiate their offerings.

Market Position & Clients

Sporting Solutions is widely recognised as a premium supplier and market leader in B2B odds provision and trading services. Its client base includes tier-1 operators and state lotteries across Europe, Asia, and North America. The company has been a key partner for major regulated operators such as Sky Betting and Gaming (now part of Flutter Entertainment), TABCorp (Australia), Danske Spil (Denmark), and Singapore Pools. Its awards and industry recognition underscore its reputation for reliability and innovation.

Regulatory & Compliance

Sporting Solutions operates under the licence and regulatory framework of its parent group. As part of the Sporting Group (formerly under FDJ), the company adheres to GDPR and other data protection regulations, as well as responsible gambling standards applicable to B2B suppliers in jurisdictions where its clients hold licences. The company is headquartered in London and maintains a second office in Wigan, UK, where its trading teams are based.

Company Culture & People

The company employs between 51 and 200 people, according to its LinkedIn profile. The team is split between technology, data science, trading, and client-facing roles. Sporting Solutions emphasises a “partner-fast” approach, combining the agility of a smaller company with the resources of a larger group. Its culture values mathematical rigour, innovation, and a hands-on, 24/7 service ethos. The company’s leadership is led by CEO Derren Maggs, who took the role in December 2024.