A new betting brand has launched in the UK with the aim of “championing English sport and national moments”.
Incorporated in June 2025, Bet St George will focus on the biggest sporting occasions in England and “enhanced England-focused markets”.
Bet St George chair Nic Brereton founded another brand, BresBet, in 2021. Previously he founded a health economic modelling company and worked as a software engineer at HSBC and TCA Synergo.
The new operator said it would focus heavily on football and horseracing, alongside a full sportsbook and casino product.
England-related bets will be prioritised across markets, specials and promotional activity, for example, this summer’s FIFA World Cup.
As per Companies House, BresBet managing director Sarah Laycock is serving as an officer for Bet St George. She is also the managing director for the newly launched brand.
Since 10 December, the Sheffield-based operator has held a bingo licence, casino licence and general betting standard licences for both real and virtual events (all remote).
From next month, the business will have to contend with a remote gaming duty of 40%, as outlined in the Autumn Budget in November.
Brereton said: “When the opportunity came to launch a second brand, we asked ourselves what the real gap in the UK market was.
“We’ve seen operators in Wales and Scotland lean into national identity, but there wasn’t anyone truly focused on England.
“Bet St George is about English sport, English events and giving those moments the attention they deserve.
“That means prioritising England markets, creating standout offers around them and being prepared to stand behind our opinion.
“For us, it’s not just about offers. It’s about service and having the confidence to take bets. If we promote a market, we have to be prepared to accept customers who want to get involved.”
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The post England-focused betting brand launched in UK by BresBet chair first appeared on EGR Intel.
Bet St George marks chair Nic Brereton’s second founding of a betting company after BresBet in 2021
The post England-focused betting brand launched in UK by BresBet chair first appeared on EGR Intel.