Best for
The best odds feed for a startup sportsbook.
A new sportsbook needs to see the market it is competing in — to price competitively and benchmark margins — without building a data team on day one. Here is what matters for a startup operator specifically, and where OddsRelay fits (as a data supplier, never an operator).
Who this is for
New or growing sportsbook operators who need a live view of the competitive market for pricing and benchmarking, without standing up their own odds-data operation.
What matters for a startup sportsbook
Market price-discovery
A live view of where the rest of the market is, so you can price competitively and spot when you are out of line.
Breadth and bet365
The books your customers compare you against, bet365 included, in one normalised feed.
Exchange reference prices
Exchange back/lay context for a truer read on true odds and margin.
A neutral supplier
A data partner, not a competitor or an operator — coverage you license, with no conflict of interest.
Evaluation criteria
| Criterion | What to look for |
|---|---|
| Coverage | The books you are benchmarked against, bet365 includedA missing major book skews your market read. |
| Schema | One normalised event/selection modelComparison must be a lookup, not a reconciliation. |
| Exchange context | Exchange back/lay reference pricesTrue-odds and margin reads depend on it. |
| Freshness | A tight, timestamped cyclePricing decisions need current data you can date. |
| Neutrality | A pure data supplier, not an operatorYou want coverage without a conflict of interest. |
Where OddsRelay fits
- Deep UK coverage normalised to one schema, bet365 included, gives a live read on the competitive market.
- Exchange back/lay reference prices support true-odds and margin benchmarking.
- A tight, timestamped refresh cycle means pricing runs on data you can date.
- OddsRelay is strictly a data supplier — never an operator — so there is no conflict of interest.
- One integration replaces the in-house data operation you would otherwise have to build and run.
An honest caveat
OddsRelay supplies market data; it does not run your trading, set your prices, or provide odds for you to publish as your own book. We give your team the market picture; pricing, risk and compliance stay entirely yours. If what you need is a managed trading service rather than data, that is a different kind of provider.
Proof
Powers a leading UK matched-betting platform.
Live coverage, freshness and status are published on the coverage dashboard.
Questions
Are you a sportsbook or a trading provider?
Neither — OddsRelay is strictly a data supplier. We give you a live, normalised view of the market for pricing and benchmarking; we do not take bets, set your prices, or run your trading. That keeps the relationship conflict-free.
Is bet365 included for benchmarking?
Yes — bet365 is included, so your market read is not missing one of the books your customers compare you against.
Do I get exchange prices?
Yes — exchange back/lay reference prices are available alongside bookmaker odds, which true-odds and margin benchmarking rely on.
Keep reading
Trading data
Market and exchange reference data for pricing, value detection and trading models.
Odds comparison
60+ UK books in one normalised feed — bet365 included, coverage maintained.
Live-arbitrage feed
A wide, current market picture for fast cross-book detection — delivered efficiently.
Coverage, freshness & reliability
How to verify the three claims every odds feed makes — and the proof to demand for each.
Build vs buy
The real cost of building an odds pipeline yourself — and when buying wins.
Sportsbook operators
Live market price-discovery and margin benchmarking — without standing up a data-collection team.
See your market from day one.
Start a free trial of the full UK feed, bet365 and exchange context included, and point it at your pricing tools — or talk to us about scope.