Oddschecker Set to Relaunch ‘Endorsed’ Programme for UK Sportsbooks in 2026

The initiative will once again highlight operators that perform strongly in areas considered most important to bettors, using a combination of platform data and direct user feedback.

Run by Oddschecker, which forms part of FairPlay Sports Media, the programme is positioned as a data-led and customer-focused evaluation of sportsbook performance. Rather than relying solely on industry panels or subjective judgment, the assessment process draws on Oddschecker’s proprietary comparison data alongside insights gathered from a broad sample of regular online bettors in the UK.

The ‘Oddschecker Endorsed’ awards will cover a variety of categories designed to reflect both product quality and customer value. These include Best Bet Builder, Best In-Play Product, Best Horse Racing Product, Most Generous Bookmaker and Best Football Product, among others. Additional categories such as Best Safer Gambling Tools, Best Odds on Football, Best New Promotion and Best New Bookmaker are also set to be assessed, alongside Rising Star awards for both football and horse racing.

Winners will be announced in early 2026 following a detailed evaluation process. According to Oddschecker, the methodology combines analysis of comparison traffic, betting activity and pricing metrics with structured user feedback. This approach is intended to identify operators that consistently deliver strong performance across pricing, functionality and overall customer experience.

Oddschecker operates at significant scale in the UK market, recording more than 55 million user sessions annually. The platform processes around 100 million data updates per week and displays over 120 million live prices at any given time, providing a substantial dataset to support the programme’s assessments.

Sportsbooks that receive ‘Oddschecker Endorsed’ status will be eligible to license the branding for a twelve-month period. The endorsement can be used across marketing and media assets, subject to licensing terms, at a time when betting advertising and promotional activity in the UK continues to face increased regulatory scrutiny.

The relaunch follows the inaugural ‘Oddschecker Endorsed’ awards, which were announced in January 2025. In that programme, Bet365 received three awards, including Most Popular Sportsbook, while Sky Bet was recognised for Best Safer Gambling Tools and Best Football Product. Other winners included William Hill, Paddy Power, Ladbrokes and BetMGM.

Oddschecker said the programme aims to provide independent validation for operators while helping bettors identify sportsbooks that demonstrate consistent quality, value and reliability across key areas of their offering.