OLBG Builds Sports Partnerships Around Fan Experiences

OLBG is taking a partnership-led approach focused on giving sports fans opportunities to engage with teams, personalities and racing rather than relying primarily on traditional brand visibility.

Chief executive Richard Moffat said the strategy is intended to expand OLBG beyond its position as a betting community and develop it into a broader sports entertainment brand.

While regular UK sports bettors remain the company’s core audience, Moffat explained that partnerships provide opportunities to deliver additional content, expert insight and exclusive experiences. He said OLBG evaluates potential relationships according to their relevance to its audience, values and longer-term direction.

This approach has resulted in partnerships spanning football, horse racing and content creation. Among them are relationships with non-league football club Dorking Wanderers and Harry Derham Racing, as well as the The Jeff Stelling Show project.

According to Moffat, OLBG particularly values partners with an underdog narrative, allowing its community to become more closely involved in their progress and follow their journeys.

The collaboration with football broadcaster Jeff Stelling is one example. Moffat said OLBG worked with Stelling to produce a show that has accumulated millions of views through social media and YouTube.

Dorking Wanderers represents another key part of the strategy. The club began when a group of friends hired a pitch and has since progressed through the non-league pyramid. OLBG is supporting the club's ambition of reaching the Football League.

Moffat said that if Dorking reaches League Two, it would become the first English club to make the complete journey through the pyramid. He also stressed that OLBG's involvement extends beyond having its name displayed on the team's shirt, with production company Bunch of Amateurs responsible for the storytelling around the partnership.

Football and horse racing remain the two most popular sports among UK bettors, Moffat said, which has influenced OLBG's decision to establish partnerships in both areas.

Its relationship with Harry Derham Racing similarly focuses on participation and access rather than sponsorship alone. The partnership includes experiences intended to bring OLBG's community closer to horse racing.

These opportunities include a free email newsletter, £95 racehorse shares, and a racing club providing access to yard visits and race-day experiences. Supporters can also purchase between 1% and 5% of a horse through syndicate opportunities, while OLBG has five horses in training at the yard this season.

OLBG is also working on another content project with Marc White, the founder, owner and manager of Dorking Wanderers. Moffat said the new show will build on the format used for The Jeff Stelling Show.

The partnership has already provided supporters with behind-the-scenes opportunities, including attending training sessions and presenting trophies.

“The biggest lesson has been that the strongest partnerships invite people into the story rather than simply asking them to watch it,” Moffat said. “Those are the experiences that turn awareness into a genuine connection.”

Moffat added that OLBG's future partnership strategy will focus on the quality and authenticity of its relationships rather than building the biggest possible portfolio.

“We do not need the largest portfolio – we want the right portfolio, built around authentic partnerships that create lasting value for our users, our partners and the OLBG brand.”

Established in 2002 as Online Betting Guide, OLBG provides sports content, betting insight and community opinion covering horse racing, football and major sporting events. Its partnerships include Harry Derham, Newbury Racecourse, Dorking Wanderers F.C. and Jeff Stelling.