Bet365’s Owners Explore Potential £9 Billion Sale of Gambling Empire

Denise and John Coates, the billionaire siblings behind Bet365, are reportedly considering a sale of their online gambling business, potentially valuing the company at £9 billion. Discussions have been held with Wall Street banks and U.S. advisers about options including a full or partial sale, or a future IPO in the United States. A possible plan includes selling a stake to private equity before listing on a stock exchange. 

Denise Coates, who owns 58% of Bet365, could personally gain over £5 billion from the sale. Under her leadership, the company has grown from humble beginnings into a leading online betting platform, pioneering digital gambling technologies and outperforming traditional rivals. 

Bet365 recently exited the Chinese market, signaling a strategic shift toward sustainable markets like Brazil, Germany, and Spain. This move has sparked speculation about the firm’s intentions for U.S. expansion or a public listing, particularly given the booming online gambling market in the U.S. 

Despite Bet365’s strong global presence and annual revenues of £3.7 billion, its U.S. market share remains small. However, the company has obtained licenses in 13 U.S. states amid a sports betting boom. Investment firms like Apollo and Blackstone, as well as trade buyers such as DraftKings and Flutter-owned FanDuel, are potential suitors. However, existing U.S. casino operators may face regulatory hurdles in such an acquisition. 

Analysts suggest that the company’s valuation and recent strategic moves, including exiting China and transferring ownership of Stoke City FC, are aimed at attracting a broad range of buyers or preparing for a high-profile IPO. 

Denise Coates has previously extracted £2 billion from the company in pay and dividends and now holds a significantly increased share from her parents. She is known for her substantial earnings, having been the highest-paid chief executive in Britain for several years. 

The potential sale of Bet365 comes amid a booming online gambling market in the U.S., with companies like Flutter, owner of FanDuel, estimating a $70 billion opportunity. Bet365’s technological prowess in “in-play” betting makes it attractive to U.S. investors and private equity firms. 

While speculation abounds, Bet365 has not commented on the potential sale, leaving the company’s future uncertain.

bet365’s UEFA Champions League Partnership

Back in October, bet365 secured an agreement to become the official global partner of the UEFA Champions League. This partnership marks the first time a sports betting company has aligned itself directly with Europe’s most prestigious club football competition.

Spanning three years from the 2024/25 season to the 2026/27 season, the agreement provides bet365 with premium exposure across UEFA Champions League fixtures, including digital platforms, LED perimeter boards, and media backdrops.

This partnership includes:

• Full branding rights across all men’s UEFA Champions League fixtures
• LED pitch-side presence during live matches broadcast globally
• Media backdrop placement for interviews and press events
• Digital collaboration via UEFA’s official online channels

With the final of the UEFA Champions League set to feature two of Inter Milan, Barcelona, PSG, and Arsenal, the exposure bet365 have received throughout the first year as the Official Betting Partner of the competition helps cement their place as one of the worlds biggest and most respected betting brands.

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