Billionaire siblings Denise and John Coates, the driving forces behind Bet365, are said to be considering selling their online gambling empire, with a potential valuation reaching £9 billion. The company has reportedly initiated talks with U.S. financial advisors and Wall Street banks to explore strategic options, which may include a partial or complete sale, or potentially an initial public offering (IPO) in the United States. One possible scenario under discussion involves selling a stake to a private equity firm ahead of a future public listing.

Denise Coates, who holds a 58% stake in Bet365, could earn over £5 billion if the company is sold. Under her leadership, the company evolved from modest origins into one of the world’s most prominent online betting platforms, known for innovating digital gambling technologies and surpassing traditional betting firms.

As part of a broader strategic shift, Bet365 recently withdrew from the Chinese market and is now focusing on regulated and growth-friendly markets such as Brazil, Germany, and Spain. This pivot has fueled speculation that the company may be positioning itself for U.S. market expansion or a major listing, especially given the rapid growth of online gambling in the country.

Despite generating £3.7 billion in annual revenue and maintaining a strong global footprint, Bet365 currently holds only a modest share of the U.S. market. However, it has secured licenses in 13 states, aligning itself with the ongoing surge in American sports betting. Notable investment firms like Apollo Global Management and Blackstone, along with industry giants such as DraftKings and FanDuel (owned by Flutter Entertainment), are believed to be potential buyers. Still, regulatory complexities could challenge acquisition efforts by U.S.-based casino operators.

Industry analysts view Bet365’s recent moves—including its exit from China and the transfer of ownership of the Stoke City Football Club—as strategic preparations either to attract significant investors or to set the stage for a high-profile IPO.

Denise Coates has already drawn approximately £2 billion in pay and dividends over the years, and her ownership stake has grown following a transfer of shares from her parents. She remains one of the UK’s highest-earning executives.

As U.S. online gambling continues to boom—with projected opportunities worth up to $70 billion—Bet365’s reputation for cutting-edge “in-play” betting technology makes it an attractive target for investors. However, the company has yet to make any public statement about the potential sale, leaving its next move shrouded in uncertainty.

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bet365’s UEFA Champions League Partnership

In October, Bet365 made history by securing an exclusive global partnership with the UEFA Champions League—the first time a sports betting brand has formed a direct alliance with Europe’s most prestigious club football tournament.

The three-year deal, covering the 2024/25 to 2026/27 seasons, grants Bet365 premium brand visibility throughout Champions League matches. This includes exposure on UEFA’s digital platforms, LED pitch-side perimeter boards, and official media backdrops during the competition.