ITV has partnered with odds comparison specialist Funteron to launch a free sports betting companion app aimed at UK viewers and bettors.
The new ITV OddsFinder app was unveiled ahead of the Glorious Goodwood 2026 horse racing festival, giving users the ability to compare odds across major UK bookmakers in real time.
The app runs on Funteron’s odds comparison infrastructure, which aggregates live pricing from a network of leading operators across the country.
Featured bookmakers on the platform include Paddy Power, SkyBet, bet365, and Betfair, covering a broad range of mainstream betting markets for UK customers.
Alongside horse racing, the app also offers odds comparisons for other popular sports including football and tennis, broadening its appeal beyond racing fans alone.
An advertising campaign supporting the launch has been running during ITV’s Glorious Goodwood coverage across both ITV1 and ITV4 throughout the festival.
Mike Barrett, controller of agency and client sales at ITV, said: “We’re constantly exploring new commercial opportunities around live sport, for the benefit of both our advertising partners and viewers.”
Barrett added: “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 arrives just three months after the high-profile closure of ITV Play, the broadcaster’s short-lived online gambling platform that only went live in January 2026.
ITV Play offered access to real-money slots and bingo before shutting down after UK-licensed operational partner Richmond Atlantic ran out of money and failed to secure a buyer.
Gibraltar-based Richmond Atlantic struggled to attract external investment following the launch, with the company citing “unsustainable” tax rises in the UK market as a key factor in its downfall.
Richmond Atlantic secured the contract to work with ITV in July 2025, but the collaboration began the day before then-chancellor Rachel Reeves announced wide-ranging tax hikes on the UK gambling industry.
The company did explore the option of selling its business but was unable to strike a deal, with BVGroup understood to have considered taking over ITV Win via a deal for Richmond Atlantic.
Some 40 jobs were set to be lost as a direct result of the ITV Play closure, representing a significant blow to staff involved in the venture.
With ITV Play gone, ITV retains ITV7 as its only remaining branded gambling-related product, a free-to-play horse racing and football predictor game licensed to Sky Betting and Gaming.
ITV7 offers players the chance to win real money by correctly predicting the winner of a series of horse races, following a similar format to SkyBet’s popular free-to-play Super 6 product.
