ITV Launches Free Odds Comparison App with Funteron to Align with UK Racing Broadcasts
TL;DR — ITV partnered with Funteron to launch ITV OddsFinder, a free real-time odds comparison app for UK-licensed bookmakers. Timed with the 2026 Glorious Goodwood festival from 28 July to 1 August, it is promoted during ITV racing broadcasts on ITV1 and ITV4. The app aggregates live prices and is available on major app stores.
SCCG Take — The integration ties media coverage to licensed operator visibility and viewer choice. It surfaces a low-friction mechanism for broadcasters to add betting utility without assuming regulatory risk.
ITV has launched ITV OddsFinder, a free app that lets users compare real-time odds from multiple licensed UK bookmakers on one screen. The release came ahead of the 2026 Glorious Goodwood festival and received promotion in commercial breaks on ITV1 and ITV4 during the broadcaster’s racing coverage. The app focuses on races shown on ITV and updates prices continuously.
The platform draws on Funteron’s odds comparison infrastructure to aggregate data from participating bookmakers. It is available for download on the App Store and Google Play. A web version is scheduled to follow.
Technical Alignment with Glorious Goodwood
The launch coincided with the five-day Glorious Goodwood meeting held from 28 July to 1 August. That festival included the Goodwood Cup, Sussex Stakes and Nassau Stakes. ITV broadcast the event throughout the week and integrated the app into its coverage, as reported by iGaming Future.
Commercial Opportunities in Racing Coverage
Keith O’Loughlin, Executive Chairman, 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 & Client Sales, 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.”
This partnership places a comparison tool directly alongside live racing content. Licensed operators gain exposure within ITV’s audience at peak viewing times. The model’s performance during subsequent major meetings will indicate whether similar integrations expand across other sports broadcasts.
Reporting: iGaming Future
Broadcasting and betting converge: ITV integrates price comparison directly into racing coverage, creating operator visibility without regulatory exposure.
We've placed clients into media partnerships for years, and this model is smarter than most. ITV offloads compliance risk to licensed operators while monetizing its audience through utility, not just ads. If this scales beyond racing, it rewrites how broadcasters activate betting audiences across live sports.
- ITV OddsFinder aggregates live odds from UK-licensed bookmakers during ITV racing coverage
- Launched at Glorious Goodwood, promoted on ITV1 and ITV4 commercial breaks
- Funteron handles tech and compliance; ITV controls distribution and audience access
SCCG angle: SCCG has placed partners into broadcaster deals and odds aggregation plays across regulated markets. If you're an operator looking to plug into broadcast audiences or a platform exploring media integrations, we connect the technical, commercial, and compliance pieces that make these partnerships work.