New Betting Sites UK (2021)

There are more and more new online sports bettings sites being launched all the time in the UK. To help you keep up to date with all the new and exciting online sports betting providers, we’ve put together this comprehensive guide.

Sports betting is one of the most popular ways to gamble in the UK with almost £14 billion spent on it per year. Increasingly, people are choosing to place their sports bets online rather than through a high street or corner betting shop.

What is Online Sports Betting?

Online sports betting is the act of placing a real money wager on the outcomes of a future sporting event or series of events. You can bet on a wide variety of sports online including horse racing, football, tennis, cricket, golf, motorsports, darts, snooker - you name the sport and there’s probably a site that offers bets on it, including more obscure sports like arm wrestling or water polo.

The bet could be as simple as picking the winner of a horse race to more complex bets such as a football accumulator which involves correctly picking the winners of several games or correctly guessing the number of corners or fouls that will occur during a football match.

If you correctly predict the outcome of the future event you win the amount which is predetermined by the odds. For example, if you bet £10 on a 3 to 1 shot, you’ll get £30 if you win and nothing if you lose.

In just a moment we’re going to give you our top ten rankings of new online sports betting sites, along with a short description of the benefits of playing at those sites.

But first, we’re going to briefly explain how we compare the different sites and pick the best ones.

Firstly, we place a big focus on the safety and security of online sports betting sites. At the end of the day, we don’t want you falling foul of dodgy sites that will rip you off and take your money with no chance of winning. That’s why we only list sites that are licensed to offer gambling services in the UK by the Gambling Commission (UKGC).

To obtain a UKGC license, companies must prove that they run a fair service, keep customer’s funds safe and secure and that they comply with all the UK regulations. The UK is one of the safest and best places in the world to gamble online.

Then we compare the features that the online sports betting site offers, the range of sports available, variety of betting options, speed of identity verification, speed of deposits and withdrawals, and the level of customer service.

#1 Best New Betting Site - 21.co.uk

21.co.uk is the best new kid on the block when it comes to online sports betting in the UK. As well as an excellent sportsbook, they also offer casino and slots games with top quality graphics and software.

The best features of 21.co.uk are:

• Competitive and favourable odds on a wide variety of sporting events
• Top-tier customer support through email or live chat, with quick resolution times
• No-deposit £10 free bet as a welcome bonus

One of the main attractions of 21.co.uk is the range of sports available in its sportsbook, from small, obscure sporting events to major tournaments.

The site caters to both beginner and seasoned sports bettors with lots of handy guides to explain betting processes and some of the more complicated sports bets, as well as a team of experts who provide betting tips and advice on upcoming events.

21.co.uk is fully licensed by the UKGC which means your account money is protected and you’re guaranteed to get a fair betting experience. The minimum deposit amount is £10, with the same withdrawal minimum.

#2 Best New Betting Site - BetUK

BetUK launched a couple of years ago, so is still relatively new, but it has become a popular site with a strong focus on sports betting. The main reason for its popularity is the sheer range of betting options, with over 30 sports and over 300 betting markets.

• Huge range of sports and betting markets
• 24/7 email and live chat support
• £5 free bet welcome bonus

With such a big range of sports and bet types available, it’s no wonder that BetUK is expanding rapidly. BetUK offers competitive betting margins compared to other sites - betting margin is the difference between the odds offered and the actual probability of the event happening.

#3 Best New Betting Site - Parimatch

Parimatch is the number one place online to bet on UFC and MMA fights, as well as cricket. They have built a good reputation by offering the most favourable odds on mixed martial arts events and tournaments. Parimatch is an old, well-established bookmaker, launched in Eastern Europe in 1996 with an online presence launched in 2000, but have only recently been licensed to operate in the UK.

• Excellent odds to bet on UFC and MMA bouts and tournaments
• Well-established bookmaker launched 25 years ago. Recently online in the UK
• £30 in free bets for wagering £5 - welcome bonus.

Parimatch has also released a convenient mobile app, so you can place your sports bets wherever you may be.

#4 Best New Betting Site - Kwiff

Kwiff is definitely an exciting new online sport betting as they focus on offering a fun, action-packed experience with plenty of innovative features and juicy promotions.

• Exciting features such as random supercharged odds known as being “Kwiffed”!
• Generous loyalty program
• Excellent football betting features with extensive pre-match stats provided.

The main selling point of Kwiff is the quality of the promotions. When you place your bet, there is a chance that you will be randomly “Kwiffed”, which means you get a supercharged boost to the laid odds. You can also get “Kwiffed” when you cash out funds, with extra money added to your withdrawal amount.

Also, the site runs regular sports-specific promotions such as Goal Frenzy and Money Back, which means you get a free football bet if your side loses after holding a winning score at half-time.

#5 Best New Betting Site - Betiton

Betiton had its UK launch in 2020 and has already become the go-to online sports betting site for many British punters. They offer a wide range of sports, more than 20, with hundreds of betting markets available.

Betiton also offers some of the most favourable odds online with a betting margin of less than 5%.

• Plenty of sports on offer with a variety of betting markets
• Good welcome bonus - £10 reward for £15 wagered
• Excellent betting margins compared to other sites

#6 Best New Betting Site - SBK

SBK is a mobile-only sportsbook that became UK licensed in 2019. The mobile app is really well designed and intuitive, and you can set up your mobile-only account in just a few minutes. One of the nice things about SBK is that they have built a sense of community around the app, with players able to share betting tips and comment on other people’s tips.

• Mobile-only with super-fast registration 
• A community feel with betting tip sharing
• Generous welcome offer - the first £20 of losses get refunded to your account.

#7 Best New Betting Site - Hollywoodbets

Starting out as a South African bookmaker, Hollywoodbets has now launched in the UK and they offer a great online sports betting experience for UK punters. With more than 300 betting markets and an outstanding bet builder feature, Hollywoodbets is a sportsbook that will continue to grow in popularity.

• 20+ years experience as a bookmaker. Online UK launch in 2020.
• Offers plenty of niche and obscure sports and betting markets.
• eSports and virtual sports on offer.

#8 Best New Betting Site - Quinnbet

Quinnbet is a new online sports betting site that recently got its UKGC licence to operate in the UK. The site is well known for offering excellent horse racing betting markets with good odds and betting margins.

Quinnbet also stands out as being particularly generous when it comes to bonuses and promotional offers. For instance, they regularly offer daily free bets, including a special offer that returns a free bet if you place five Lucky 15 bets. Another regular incentive that they run is the “Quarterback Promotion” which gives players a free bet which is equal to the value of 25% of their weekly losses.

• Excellent horse racing odds and markets
• Outstanding offers and promotions
• User-friendly mobile app

#9 Best New Betting Site - VirginBet

VirginBet is a recent addition to UK online sports betting sites and has already solidified itself as a reliable, competitive online bookmaker. With almost 30 sports on offer and hundreds of betting markets, there is plenty to wager on at VirginBet.

One of the main benefits of playing at VirginBet is the strength of the Virgin brand. You know that the customer support is going to be top-tier and that your funds will be completely safe when you’ve got Richard Branson’s backing.

• Live streams for a variety of sports including football, horse racing, and tennis.
• Generous welcome offer - bet £10 to get £20 in free bets.
• Slick interface and trustworthiness of the Virgin brand.

#10 Best New Betting Site - Casumo Sports

Casumo Sports ventured into the world of online sports betting in the UK in 2019 and has gained an impressive reputation for offering good player satisfaction and excellent customer support.

Casumo Sports is notable for the sheer number of betting options available. For instance, each Premier League football match has more than 100 betting market options available. There are also a lot of American sports available for sports betting on both the site and the mobile app.

• Hundreds of options in each betting market and dozens of sports to choose from.
• Good welcome bonus offer - 100% deposit match bonus up to £10
• Competitive odds and easy to place bets.

If you’re keen to place sports bets online, then you have quite a wide range of online sports betting sites and online bookmakers to choose from. But even with so much choice, it’s common for people to find an online sportsbook that they like then stick with that one over the long term. This can be a big mistake.

There are numerous reasons why you should consider looking for new online sports betting sites to play on, changing regularly or periodically.

Competitive Promotional Offers

With so many online betting sites out there, online sports betting providers are falling over themselves to offer high-value deals, promotions, and welcome bonuses. To try and make a big impact and build their reputation quickly when launching into the betting market, many new sites offer very generous bonuses and innovative promotions these days.

The kinds of deals that new online sports betting sites offer include no-deposit welcome bonuses, large deposit-match bonuses, free bets, cash-back offers, and generous loyalty or reward programs. 

Improved Fun Factor & User Experience

Let’s face it, any new online sports betting site in the UK needs to do something special to stand out from the crowd. One way for a new online bookmaker to make a good name for themselves is to go all-in on delivering an excellent user experience and add fun features to their sportsbooks.

Traditionally, sports betting has been a bit dry and straightforward compared to casino betting. These days, many of the new sites are offering features and promotions that ramp up the fun factor.

Some sites now offer things like Random Odds Boosts, where you get a chance of receiving better odds than quoted when you place your bet.

Favourable Odds and Bigger Range of Markets

Again, in an attempt to stand out in the marketplace and lure people away from more established online bookmakers, new sites often deliver highly competitive odds with low betting margins and wider ranges of betting markets.

It’s not uncommon for new sites to have dozens of sports on offer, with hundreds of betting market options for each sport.

Improved Technology

Another reason to sign up for new online sports betting sites is the fact that newer sites and mobile apps will have more cutting-edge technology. For instance, most new sports betting sites offer live-streaming of sporting events embedded in their app, as well as numerous virtual sports and eSports to bet on.

The reliability of new betting sites is also higher as they are built using modern software frameworks, with faster processing and better mobile responsiveness.

More Payment Options

The newer online sports betting websites tend to be more up-to-date with the latest payment methods for deposits and withdrawals. For instance, many new sites offer direct bank transfers using open-banking processors such as Trustly, whereas the older sites may not.

Also, many new online sports gambling sites give you the option of depositing or withdrawing funds using cryptocurrencies such as Bitcoin or Ethereum. 

Superior Customer Support

New online sports betting providers will usually have a wider range of customer support options, such as 24/7 live chat, social media, email, and phone support. They also focus on providing short response and resolution times.

By now, you’ve probably realised that there are some seriously big benefits to be had by choosing a new online sports betting site to place your bets. New sites offer great bonuses and promotions, lots of variety of sports and betting markets, and an overall better experience with advanced tech and enhanced user experience.

The next step is to decide which new online sports betting site to play at. The following is a shopping list of things to consider when making your decision.

Is the site UKGC licensed?

Don’t risk signing up with any new online sports betting sites in the UK that don’t have a full UKGC license. Holding a UKGC license ensures that the company is following regulations when it comes to protecting player funds and offering a fair and safe service.

Generous welcome bonus

Pretty much all new online sports betting sites offer a welcome bonus or offer of some description. Some sites offer free bets, matched deposits, or cashback. It’s worth shopping around to find the best deals online.

Also, look for welcome bonuses that don’t have ridiculously high betting requirements to release the bonus.

Good promotions

All online sports betting sites run promotions and offers for existing customers to keep them playing at their site. Promotions may be things like free bets, loyalty programs, prizes, etc. It’s worth doing your research as some promotions are more generous than others.

Wide range of betting markets

A betting market is how each sporting event is broken up into different elements, for instance, the match-winner, final score, first goalscorer, etc. for a football match. If you like to bet on different things and enjoy the variety of betting on different outcomes, then look for multiple betting markets.

Favourable odds

All online sports bookmakers calculate probabilities and odds differently, using expert knowledge and algorithms. They also add what is known as a “betting margin” which is the percentage difference between the odds they lay and the actual probability of the event happening.

The lower the betting margin, the better, as it means you’ll get more money back when you win. In general, look for sites with a betting margin of less than 8%, as a minimum guide.

Extra features 

For added fun and entertainment, you should look for UK online sports betting sites that have extra features such as betting tips, expert opinions, statistical analysis, forums, and live streaming of sporting events.

Mobile App

If being able to bet on your favourite sports while you’re on the go is important to you, then look for new sports betting sites that have downloadable mobile betting apps.

Wide selection of payment methods

Flexibility when it comes to deposits and withdrawals is always handy. It means that if you don’t get on with one payment method because it’s too complicated or takes too long, then you can switch to another.

More and more people like to use cryptocurrency for online transactions, so an increasing number of online betting sites are accepting Bitcoin and other cryptocurrencies.

Good customer reviews

Before you register and deposit cash on a new online sports betting site, it’s wise to check out some customer reviews in advance. Trustpilot is a good place to start, as is Google reviews. Checking out professional reviews from betting experts (like us!) is also worthwhile.

Use our recommendations

Our list of the top ten new sports betting sites (above) is the best place to start when looking for a new place to wager money on sports. We take into account all of the important points noted above, saving you the effort of putting in hours of research.