Standing out in UK racing: Stakemate and Racing and Sports on differentiation and partnership

Entering the UK racing market presents a formidable challenge for any newcomer, given the intense competition, shifting regulations, and the growing pull of the black market. For a company launching into this space for the first time, the odds can seem insurmountable. Yet the collaboration between Stakemate and Racing and Sports (RAS) has defied those expectations.

In the first part of a two-part discussion, Stakemate founder and CEO Arya Tayebi, alongside RAS managing director for UK and Europe Jack Kelliher, explore how the partnership came about, what drew them together, and what it takes to stand out in an ultra-competitive environment.

Partnership progress after one year

Reflecting on almost 12 months since the deal was announced, Tayebi noted that the integration phase went smoothly. “We were really pleased with the level of output and help that Jack and the team put together,” he said, adding that the ideal for any operator is that communication with a partner becomes minimal once things are running well. Since going live, the relationship has remained steady, with the RAS team available when improvements are needed.

Kelliher described the early months as communication-heavy, since it was RAS’s first MTS client in the UK and Stakemate’s first racing product. From a management perspective, conversations have become less frequent, but the trading teams stay in constant dialogue. “We’ve got plans to increase the product and the performance even more,” he said, emphasising the trust Stakemate placed in RAS from the outset. “We could see the ambition that they had for their product early on.”

What made Racing and Sports stand out in the tender

Tayebi explained that Stakemate evaluated potential partners based on four criteria: commercials, data quality, the people involved, and educational support. RAS offered a single feed covering odds, settlements, MTS, and data, avoiding the need to integrate multiple providers. Beyond the technical offering, the human element proved decisive. “Having the C-suite on the calls early on helping out, you can clearly see the genuine passion to integrate into our business,” he said. The fourth factor – RAS’s willingness to educate Stakemate’s teams on racing intricacies – confirmed their choice over other strong players.

Differentiating in a crowded field

Kelliher pointed to the deep experience within RAS as a key differentiator. Key personnel have two to three decades of industry knowledge, which is critical in a complex, fast-paced sector. He stressed that RAS approaches the sales process by putting themselves in the buyer’s position. “We sense early on that we need to support and have his and his team’s back,” he said, explaining that the focus is on understanding the operator’s gaps and concerns rather than leading with commercial numbers. That consultative approach, combined with a complete solution from a single feed, helps RAS stand out. “We’ve got a great product, and the market’s now seeing that,” he added.

Stakemate’s entry strategy and differentiation

Tayebi acknowledged that Stakemate entered the UK market “very naive” about the obstacles, which allowed them to think big. The company’s core philosophy is making betting fun through simplicity and social features – sharing bets, copying friends, and betting together. Having its own proprietary product and player account management system, Tayebi noted, enables a deep understanding of players’ wants and needs and the ability to quickly implement changes. “That’s what we’re trying to do at the end of the day,” he said.