ITV OddsFinder goes live for horse racing punters
2026-07-31
Source: SBC News
ITV has launched ITV OddsFinder, a horse racing odds comparison app built with Funteron, as it looks to expand around its live racing coverage. The rollout arrives amid industry tension over the UK's affordability checks, with Glorious Goodwood serving as the first test.
ITV has gone live with a new odds comparison app for horse racing, giving punters a single destination to view live prices from UK-licensed bookmakers. Named ITV OddsFinder, the product was developed alongside Funteron, a sports betting odds comparison platform, and will display updated prices for races shown on ITV Racing.
The launch marks ITV's latest push into the gaming space, following a short-lived venture into slots and bingo under the ITV Win brand announced in December 2025 and wound down by May 2026. Unlike that platform, OddsFinder operates on a model closer to affiliate marketing, sending users to bookmaker sites to place bets rather than hosting wagering itself.
Users can check continuously refreshed odds and then click through to a bookmaker if they want to bet. The app is available from today, backed by an advertising push running during commercial breaks across ITV's racing coverage, starting with its five-day broadcast of Glorious Goodwood. The promotional campaign will initially feature across racing broadcasts before being extended to selected sports coverage later in the year. The technology underpinning the service collects live pricing from a network of UK-licensed operators via Funteron's infrastructure.
ITV's Controller of Agency and Client Sales, Mike Barrett, said: "At ITV we're constantly exploring new commercial opportunities around live sport, for the benefit of both our advertising partners and viewers." He added: "Building on Funteron's experience in this area, we are pleased to be launching ITV OddsFinder." The app, he said, is intended to offer a streamlined experience around racing coverage.
The rollout comes at a turbulent period for Britain's horse racing and betting sectors. The Gambling Commission has confirmed it will bring in Financial Risk Assessments, commonly called affordability checks, a move that has drawn opposition from several prominent voices, including broadcaster Matt Chapman, BHA chief executive Brant Dunshea and trainer John Gosden.
Beyond regulatory pressure, the sport continues to grapple with how to attract new audiences and embrace digitalisation. While OddsFinder may face competition from established comparison services such as Oddschecker among serious punters, it represents an effort to modernise the racing experience. Goodwood will provide an early test, with the platform's performance likely to be closely watched at major meetings such as Cheltenham and Royal Ascot in 2027.