This marks ITV’s move into affiliate marketing and a direct competitor to Oddschecker.
ITV has launched a new betting comparison app, ITV OddsFinder, designed to help horse racing punters compare live odds from multiple bookmakers.
This comes after the broadcaster announced a planned expansion into gaming via the launch of a new brand, ITV Win, in December 2025, though this was quickly wound down by May 2026.
Its newest endeavour on the gaming scene is more comparable to affiliate marketing, while ITV Win was a slots and bingo platform. It is a direct challenge on Oddschecker, which has dominated the live price comparison space in the UK for years.
The UK broadcaster – which is currently under review to be acquired by Sky – has the rights to screen all major races in the UK, meaning this could be a significant opportunity for ITV.
ITV OddsFinder, developed in partnership with sports betting odds comparison platform Funteron, aims to aggregate real-time prices from licensed UK bookmakers into a single interface, subsequently allowing users to compare available odds for races featured on ITV Racing.
The app updates continuously, allowing users to view the latest prices before choosing whether to proceed to a bookmaker to place a bet.
It is available to download now and is being supported by a campaign running during commercial breaks throughout the company’s coverage, beginning with the broadcaster’s five-day coverage of Glorious Goodwood.
The platform is powered by Funteron’s odds comparison infrastructure, which collects and displays live pricing from a network of UK-licensed operators.
It marks ITV’s latest move to expand the commercial opportunities around its live sports coverage while offering viewers additional digital services linked to racing broadcasts.
Mike Barrett, controller of agency and client sales at ITV, said: “At ITV we’re constantly exploring new commercial opportunities around live sport, for the benefit of both our advertising partners and viewers.
“Building on Funteron’s experience in this area we are pleased to be launching ITV OddsFinder to give users a streamlined experience around the racing they love.”
ITV’s efforts a sign of things to come?
The ad campaign for the product will initially feature across the ITV’s horse racing broadcasts before extending to selected sports coverage throughout the year.
It comes at what has been a tricky time for the UK horse racing and betting industries, which are generally intertwined.
The most notable recent difficulty has been the UK’s Gambling Commission confirming the rollout of Financial Risk Assessments (FRAs) – known to the horse racing community as ‘affordability checks’.
Many high-profile figures in the sector, including broadcaster Matt Chapman, British Horseracing Authority (BHA) Chief Executive Officer Brant Dunshea, and legendary trainer John Gosden, have voiced their concerns over this implementation.
There has also been much discussion regarding the digitalisation of horse racing and concerns over how to make the sport more appealing to different demographics.
This move may seem like one of many ways to do this, though many who may be expected to use ITV OddsFinder are likely to be familiar with odds comparison site Oddschecker.
However, it does represent a step towards revamping a sport that looks to be in much need of revitalisation.
Goodwood looks like a healthy test for the new product, and it will be interesting to see how it performs once festivals like Cheltenham and Royal Ascot roll around in 2027.
This story was first published on Affiliate Leaders’ sister title, SBC News.
