Funteron and ITV launch ITV OddsFinder ahead of Glorious Goodwood 2026

Funteron Limited has officially launched ITV OddsFinder, a new odds comparison application developed in partnership with ITV to help horse racing fans compare live bookmaker prices in one convenient place. The launch comes ahead of Glorious Goodwood 2026, one of the UK's most prestigious horse racing festivals, with the application expected to receive significant exposure during ITV's televised racing coverage.

Designed as a free companion tool, ITV OddsFinder enables users to view and compare real-time odds from a range of licensed UK bookmakers without needing to manually switch between multiple websites or mobile applications. The platform has been introduced as part of a broader effort to improve the viewing experience for racing audiences while offering greater transparency when comparing available betting prices.

The application is now available for download through Apple's App Store and Google Play, while a browser-based version is expected to become available shortly.

New tool designed for racing audiences

The launch of ITV OddsFinder reflects growing demand among sports bettors for simple comparison tools that improve accessibility to live betting markets. Rather than replacing bookmaker services, the application acts as an independent comparison platform that displays prices from participating operators in a single interface.

According to Funteron, the app gathers live prices from a network of licensed bookmakers operating within the United Kingdom. These odds are updated continuously throughout each event, allowing users to compare available prices for races broadcast on ITV at the moment they are viewing them.

The objective is to reduce the time required for consumers to compare betting markets while promoting informed decision making based on current market prices.

The company explained that users can review multiple bookmakers simultaneously without navigating through several individual websites, making the experience considerably more efficient during live racing broadcasts.

Launch timed ahead of Glorious Goodwood

The debut of ITV OddsFinder has been carefully scheduled to coincide with Glorious Goodwood 2026, one of the highlights of the British flat racing calendar.

Every year the event attracts leading horses, trainers, jockeys and thousands of spectators, while millions more watch the racing on television. As one of ITV Racing's flagship broadcasts, Glorious Goodwood provides a significant opportunity to introduce the new application to an engaged audience already interested in racing markets.

To support the launch, ITV will promote ITV OddsFinder during commercial advertising breaks shown throughout its live racing broadcasts on ITV1 and ITV4.

The marketing campaign is expected to increase awareness of the platform among racing enthusiasts during one of the busiest periods of the British horse racing season.

Partnership combines technology with broadcast reach

The collaboration between Funteron and ITV combines betting technology with one of the UK's largest free-to-air sports broadcasters.

Funteron specialises in sports betting technology and comparison products that are designed to improve transparency within regulated betting markets. ITV, meanwhile, has maintained a long-standing commitment to horse racing coverage through ITV Racing, broadcasting many of Britain's highest-profile meetings each year.

By bringing the two organisations together, ITV OddsFinder seeks to provide viewers with an additional digital service that complements the live television experience without interrupting race coverage.

Rather than functioning as a betting operator itself, the platform focuses on delivering comparison information that allows users to review available prices from multiple licensed bookmakers before making their own decisions.

Real-time odds comparison at the centre of the platform

One of the defining features of ITV OddsFinder is its real-time price aggregation system.

Horse racing odds can change rapidly before the start of a race as betting activity influences market prices. By automatically updating displayed odds throughout the day, the application aims to reflect the latest available prices from participating operators.

This functionality helps users identify potential price differences across bookmakers without manually checking each operator individually.

As odds fluctuate continuously in competitive betting markets, comparison services have become increasingly valuable tools for consumers seeking greater market visibility.

The application presents participating bookmaker prices together within a single interface, making comparisons easier during live televised events.

Mobile first with web platform to follow

ITV OddsFinder has initially been released for mobile users on both major smartphone operating systems.

Users can download the application from the Apple App Store for iOS devices or Google Play for Android smartphones and tablets.

Funteron has also confirmed that a web-based version is currently in development and will become available in the near future. This expansion will provide additional flexibility for users who prefer accessing comparison services through desktop or laptop computers.

The availability across multiple platforms is expected to broaden accessibility for racing fans regardless of their preferred device.

Executive comments highlight transparency

Keith O'Loughlin, Executive Chairman of Funteron, described the company's vision for the new platform.

He said: “Funteron exists to give sports fans genuine choice and the confidence that they are seeing the best available price. ITV OddsFinder brings leading bookmakers together in one independent comparison, built around the live racing audience on ITV. ITV is the right anchor partner to set that standard.”

The comments underline the company's emphasis on consumer choice and transparent comparison rather than promoting any individual bookmaker.

ITV also believes the application enhances the viewing experience for audiences following live horse racing.

Mike Barrett, Controller of Agency & Client Sales at ITV, said: “At ITV we're constantly exploring new commercial opportunities around live sport, for the benefit of both our advertising partners and viewers. Building on Funteron's experience in this area we are pleased to be launching ITV OddsFinder to give our viewers a streamlined experience when watching the racing they love.”

The statement reflects ITV's broader strategy of integrating digital products with its live sports programming while creating additional commercial opportunities around major sporting events.

Growing demand for comparison technology

Odds comparison platforms have become increasingly common across regulated betting markets as consumers seek greater transparency before placing wagers.

Instead of visiting numerous bookmaker websites individually, users can review available prices through a single comparison interface. This approach can improve convenience while helping bettors understand differences between available market prices.

The introduction of ITV OddsFinder demonstrates continued investment in digital tools designed to support informed betting decisions within regulated markets.

As more consumers access racing content through mobile devices while watching live television, companion applications such as ITV OddsFinder may become an increasingly familiar part of the viewing experience.

Conclusion

The launch of ITV OddsFinder marks an important collaboration between Funteron Limited and ITV ahead of Glorious Goodwood 2026. By combining live odds aggregation with ITV's extensive horse racing coverage, the application provides racing fans with a convenient way to compare prices from licensed UK bookmakers in real time.

With mobile applications already available and a browser version planned for release, ITV OddsFinder is positioned to become a useful companion for viewers following ITV Racing throughout the British racing calendar. The partnership also reflects broader industry trends toward greater transparency, improved user experience and digital innovation within regulated sports betting markets.

FAQs

What is ITV OddsFinder?
ITV OddsFinder is a free odds comparison application developed by Funteron and ITV that allows users to compare real-time betting odds from participating licensed UK bookmakers.

Who developed ITV OddsFinder?
The application was developed by Funteron Limited in partnership with ITV.

When was ITV OddsFinder launched?
The application was launched ahead of Glorious Goodwood 2026 to coincide with ITV's live horse racing coverage.

Is ITV OddsFinder free to use?
Yes. Funteron has confirmed that ITV OddsFinder is available as a free application.

Where can users download ITV OddsFinder?
The application is available through Apple's App Store and Google Play for compatible mobile devices.

Will ITV OddsFinder have a web version?
Yes. Funteron has stated that a browser-based version is planned for release shortly.

Does ITV OddsFinder accept bets?
No. ITV OddsFinder functions as an independent odds comparison platform and does not operate as a bookmaker.

How does ITV OddsFinder display odds?
The application aggregates live prices from participating licensed bookmakers and updates them continuously to reflect current market conditions.

Why was the app launched before Glorious Goodwood?
The launch aligns with one of Britain's largest horse racing festivals and ITV's extensive racing broadcasts, allowing the platform to reach its target audience.

Who can use ITV OddsFinder?
The application is intended for users in the United Kingdom who wish to compare available odds from licensed bookmakers while following horse racing coverage.