ITV has partnered with Funteron Limited to launch a free odds comparison app called ITV OddsFinder, targeting horse racing viewers across the UK.
The app was launched ahead of the Glorious Goodwood 2026 horse racing festival, one of the most prominent fixtures in the British racing calendar.
ITV OddsFinder allows users to compare real-time prices from multiple leading bookmakers within a single, streamlined interface before placing any bets.
Funteron Limited is a B2B sports betting odds comparison and discovery platform, and its infrastructure powers the data aggregation behind the new app.
Featured bookmakers on the platform include major UK operators such as Paddy Power, SkyBet, bet365, and Betfair, with prices updating continuously in real time.
The app is designed to sit alongside live ITV Racing coverage, giving viewers an instant snapshot of which operator is offering the best available odds for each race.
Beyond horse racing, ITV OddsFinder also supports odds comparisons for other sports, including football and tennis, broadening its appeal beyond racing enthusiasts.
The app is available now on both the App Store and Google Play, with a web version at www.itvoddsfinder.com set to follow shortly after launch.
Advertising for the app is running during commercial breaks within ITV Racing’s coverage of Glorious Goodwood, which is broadcast across five days on ITV.
Keith O’Loughlin, Executive Chairman of Funteron, said: “Funteron exists to give sports fans genuine choice and the confidence that they are seeing the best available price. ITV OddsFinder brings leading bookmakers together in one independent comparison, built around the live racing audience on ITV. ITV is the right anchor partner to set that standard.”
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 our viewers a streamlined experience when watching the racing they love.”
The launch comes after ITV recently shut down its real-money gaming platform ITV Win, which had been built in partnership with Richmond Atlantic from Gibraltar using technology provided by Gaming Innovation Group.
Richmond Atlantic was ultimately unable to secure the external funding required to sustain the venture, leading to a downsizing of the business and the eventual closure of ITV Win.
The ITV OddsFinder app represents a fresh commercial direction for ITV in the gambling space, focusing on comparison rather than direct gaming services.
