Podium signs racing data deal with UK newcomer Bet Ahoy

The one-year deal gives the newly launched operator access to UK and international horse and greyhound racing data via Podium’s Pulse feeds.

The UK sports betting market continues to attract new entrants, with several independently licensed sportsbooks launching in 2026 on third-party technology stacks. Podium, the racing data arm of The PA, announced a one-year agreement with Bet Ahoy on 28 October 2026 to supply horse and greyhound racing data to the newly launched operator.

Pulse feeds to power horse and greyhound racing

Podium, the racing data and content business owned by The PA, has agreed a one-year deal to supply Bet Ahoy with UK and international horse racing data, alongside greyhound racing content delivered through its Pulse racing feeds.

Bet Ahoy is operated by Bet Ahoy Ltd, an East Sussex-based company that holds its own UK Gambling Commission licence (licence no. 100094), granted in December 2025. The operator went live on 7 May 2026, making it one of the UK market’s more recent entrants.

What the deal covers

The agreement gives Bet Ahoy access to Podium’s Pulse racing feeds for both horse and greyhound content, providing the real-time data infrastructure required to build out its racing sportsbook. The deal forms part of Podium’s broader strategy of supplying data services to newly launched UK operators as they develop their racing verticals.

Josh Sparke, managing director at Podium, said:

‘Podium is focused on delivering trusted data and content, and Bet Ahoy has quickly built a strong proposition around customer service and product quality making them an exciting new operator to work with.’

Sam Carrington, CEO of Bet Ahoy, said:

‘Racing is an important part of our sportsbook. Partnering with Podium gives us access to the trusted data and content we need to build a reliable platform and user experience.’

Podium’s position in the UK market

Podium, formerly known as PA Betting Services, has been building its UK operator client base since its rebrand in November 2024, with data agreements signed with operators including Lottoland and LiveScore Group.

The business serves more than 300 brands globally and operates from offices in the UK and Singapore. Earlier this month, its parent company The PA agreed to acquire ASX-listed RAS Technology Holdings for A$49.8m, a move that would add Australian and Asia-Pacific racing data capabilities to the Podium platform.

About Podium

Podium is the sports data, content, and technology business of The PA, the UK’s national news agency. Formerly known as PA Betting Services, it rebranded in November 2024 following the acquisition of Singapore-based iRace Media and the launch of its AdVantage platform. The business serves more than 300 brands worldwide with real-time and historical racing data, form guides, and live feeds across horse and greyhound racing, operating from offices in the UK and Singapore.

About Bet Ahoy

Bet Ahoy is an online sportsbook and casino operated by Bet Ahoy Ltd, which has its head office in Uckfield, East Sussex. The company holds a UK Gambling Commission licence (account number 100094) and launched in May 2026 on EveryMatrix’s turnkey platform. It offers sports betting, online casino, and live casino games.

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