British Racing Bet, the company formed by most of the UK’s racecourses to offer pool betting, has announced that it will go to market with the brand name Britbet.

Betfred’s Tote monopoly on UK racing ends in July 2018 and Britbet intends to launch that same month to compete with the Tote.

Britbet’s Director of Communications, David Williams, explained, “Our aim is to make Britbet synonymous with British racing and our racecourse partners while delivering a first-class experience for customers on and off the racecourses. It will be a genuine “by racing, for racing” operation which is something we believe customers will embrace.”

In August 2017 54 racecourses announced a partnership with Colossus Bets to develop the new pool betting service.