UK betting comparison service Oddschecker has released its 2026 Oddschecker Endorsed honours list, with industry giants bet365, Betfred and William Hill all among the winners.
The awards, which have returned after debuting last year, are focused on the UK market and recognise the best sportsbook offerings across multiple categories.
Denise Coates’ bet365 once again won a hattrick of recognitions, retaining titles of ‘Best Bet Builder’, ‘Best In-Play Product’ and ‘Most Popular Sportsbook’.
The Stoke-on-Trent-based company also ranked top in betslip activity on Oddschecker for every month in 2025.
“Oddschecker Endorsed recognises the brands’ market leading product in the UK, based on significant quantitative data over the last 12 months,” said bet365 global CMO, Alex Sefton.
“The hat-trick of accolades demonstrates the strength of our Bet Builder & In-Play offering, whilst also enabling our retention of the coveted “Most Popular Sportsbook” platform.
“We’re proud to once again be recognised across such highly competitive fields and look forward to our continued partnership in 2026.”
Familiar faces
Flutter subsidiary Sky Bet won ‘Best Safer Gambling Tools’ amid a relocation of the company’s headquarters to Malta and redundancies at its Leeds offices.
The company has been placing a heavy emphasis on social responsibility and safer gaming in recent years, including in its marketing initiatives. Its partnership with the EFL, for example, is being used to promote CPR during all Championship, League One and Two matches this week.
Other brands to achieve recognition were Betfred for ‘Best Football Product’, attracting an 82% favourable rating from customers, and William Hill for ‘Best Horse Racing Product’, supported by the successful launch of its horse racing bet builder last year.
Evoke, which owns William Hill, just last week reported its strongest quarter of the year, with Q4 2025 revenue coming in at £464m, despite the increasing number of Hills’ store closures.
Unibet came out on top as ‘Most Generous Bookmaker’ with 72% of surveyed Unibet customers describing the brand as highly rewarding.
That will serve as some relief after the firm’s Dutch arm was fined €4m over duty of care failures in December. It may also suggest a stable customer-base for the company in the UK, coming as good news for its owner FDJ United.
According to financial statements last year, FDJ United’s foray in sports betting has been hitting some hurdles with betting and gaming revenue down 11.5% as of July 2025. The betting and gaming division consists largely of Unibet, and was formed from FDJ’s acquisition of Swedish firm Kindred Group.
New kid on the block
Looking back at Oddschecker’s rankings, BoyleSports’ ‘1 UP Early Payout’ offering was named as ‘Best New Promotion’ while Matchbook’s Exchange product claimed ‘Best Odds on Football.
The title of ‘Best New Bookmaker’ went to PricedUp, which has been making waves in the market since launching in 2024 and has this year struck partnerships with EFL sides Reading FC and West Bromwich Albion.
AK Bets, which was only granted a licence by the UK Gambling Commission (UKGC) in March last year, claimed ‘Best Sportsbook Odds’.
“We’re obviously delighted to have been independently recognised as having the Best Sportsbook Odds in the UK Gambling space,” said Joe Lee, Head of Strategy and Performance at AK Bets.
“A big driver of this will be the AK Big Prices tab where we take the biggest sporting events and offer the best prices around.
“We’ve previously been recognised as having the standout best odds on Premier League football, American Football and now Sports overall. It’s a Big USP and we continue to expand it to the further benefit of our player base.”
The other duo of operators recognised were Spreadex and Quinnbet for ‘Rising Star – Football’ and ‘Rising Star – Horseracing’ respectively.
Spreadex and Quinnbet were the remaining operators to receive ‘Oddschecker Endorsed’ recognition, with the brands seeing significant gains in betslip activity across football and horse racing respectively over the last 12 months.
“We are delighted to receive the Oddschecker Endorsed stamp, which is seen as trusted recognition of the industry’s top sportsbooks in their respective categories,” said Andy MacKenzie, Head of Marketing at Spreadex.
“At Spreadex we continually work hard to advance and improve our football betting service to include features such as 2 Up Early Payout, Acca Bonuses on legs of 3 or more, Price Boosts, live streaming, bet-builders, 3 ways to Cash Out, big odds #NameIt markets plus 100s of in-play selections across our sportsbook and spread betting products.
“We have also continued to increase our presence in football, particularly in the Championship, where the Spreadex Sports brand is now visible on pitchside LED boards at 17 of the 24 clubs.”
Andrew Bramley, Commercial Director at FairPlay Sports Media, which runs Oddschecker, added: “Oddschecker brings a unique combination of betting expertise and accessible data, encompassing traffic insights, odds and promotion comparison, and qualified user perceptions.
“Leveraging these strengths, we’re proud to once again provide the ‘Oddschecker Endorsed’ stamp as a trusted recognition of the industry’s top sportsbooks in their respective categories.
“Congratulations to all those recognised for their achievements across highly competitive fields. We look forward to collaborating with our distinguished partners to further leverage our rich data set and maximise the impact of their marketing plans through 2026 and beyond.”
