Transfer deadline provides boost to bookies' revenues
Operators cash in on increased interest in football transfer-based bets as market draws to a close this evening
Online bookmakers are gearing up for the frantic final hours of this summer’s football transfer window as bets relating to players being bought and sold reach an all-time high.
The likes of Ladbrokes, BetVictor, Sky Bet and Coral are all offering odds on whether or not certain players will move clubs and what clubs they will join before tonight’s 11pm deadline.
Ladbrokes told eGaming Review it has seen interest in transfer related markets increase this summer with total stakes of more than six-figures.
“It has certainly been our biggest year for transfer betting and we will be betting right up until 11pm tonight,” said a Ladbrokes’ spokesperson. “We’ve responded to customer interest by offering our biggest range of markets ever featured on a dedicated specials page.”
The growth in transfer market betting has offered sportsbooks an alternative revenue stream in recent years although perhaps the uptick in PR is felt more than any profit.
BetVictor said it expected to lose money overall on this summer’s transfer markets. “We view these transfer betting markets as something of a loss-leader,” said a spokesperson.
“We offer such a large range of transfer specials that it’s difficult to keep up with 40-50 players and the punter will always think they know more, and in many cases they do.”
The operator added that requests for different players and potential new clubs are constantly submitted by customers via email or social media channels.
With many transfers still in balance, the bookies hope Everton’s Leighton Baines and Marouane Fellaini fail to secure a move to Manchester United, while a move for Blackpool’s Thomas Ince to Tottenham Hotspur or Liverpool would also hit the bottom line.