# Star Sports Alternatives and Sister Sites 2026 _Star Sports sister sites (PricedUp, Planet Sport Bet, NRG Bet) plus independent alternatives (Fitzdares, BetGoodwin, Joe Jennings). The full 2026 list for punters wanting similar specialist options._ *Source: [https://stablebet.co.uk/bookmakers/star-sports-alternatives/](https://stablebet.co.uk/bookmakers/star-sports-alternatives/) · last updated 2026-04-24* ## Star Sports Alternatives and Sister Sites ### Star Sports sister sites Star Sports is part of a wider Ben Keith-owned group. Per iGaming Business's Waterhouse VC profile (May 2025), the active stablemates are: - **[PricedUp](/bookmakers/pricedup-review/)**: launched 2024, operated by Off Course Bookmakers Limited (Companies House 01987776). A newer online-only brand positioned more competitively on pricing. - **Planet Sport Bet**: Ben Keith-owned brand. - **NRG Bet**: Ben Keith-owned brand. Historical white-label partnerships that are no longer active: - **AK Bets**: historic independent racing bookmaker, now appears inactive on the UKGC domain list per iGaming Business. Verify current status before opening an account. - **McBookie**: historic Scottish bookmaker, no longer operational. These are Star Sports sister sites in the sense that they sit under the same ultimate ownership and share back-office infrastructure. Customers who like the Star Sports independent-ownership proposition can, if they want, diversify across these brands with the same ultimate operator. The main caveats: PricedUp and the other newer brands have narrower welcome offers and are less feature-rich than the mass-market corporates; they serve as pricing-focused alternatives rather than full-product substitutes. ### Independent alternatives (different ownership) For punters who want a specialist racing bookmaker with different ownership from Star Sports: **Fitzdares**: London boutique, stated "no stake factoring" positioning. The cleanest Star Sports alternative for the punter who specifically wants a book that takes winners. Smaller welcome offer, narrower product. Independent ownership (different from Star Sports/Ben Keith). **BetGoodwin**: small UK independent with a similar boutique-bookmaker identity. Narrower product than Fitzdares. Independent ownership. **Joe Jennings**: racing-focused independent bookmaker with specialist credentials. Narrower shop and online profile; specialist credibility on antepost markets. **Ostlers**: smaller independent racing bookmaker. **Betfred**: not typically described as an "independent" because of its scale, around 1,290 shops, but still family-owned (Done family) rather than corporate-group controlled. For punters who like Star Sports' owner-led model, Betfred is the larger-scale version of that proposition. ### Betting exchanges (a different kind of alternative) For punters drawn to Star Sports because of the "no stake factoring" aspect, betting exchanges are a different category of alternative: - **Betfair Exchange**: largest UK exchange, deepest liquidity. Structurally does not restrict winners. Premium Charge on sustained profits. - **Matchbook**: lower commission than Betfair, no Premium Charge. - **Smarkets**: flat 2% commission, no Premium Charge. For a winning punter whose betting is app-based and high-volume, exchanges are often a better structural home than any single-operator bookmaker (including Star Sports). Our [bookmakers that don't limit winners](/bookmakers/bookmakers-that-dont-limit-winners/) guide covers the exchange category in detail. ### Why people search for Star Sports alternatives Three main reasons: 1. **They are restricted at Star Sports** and want another home for similar betting. The honest answer: Fitzdares is the closest direct replacement. Alternatively, use an exchange. 2. **They want to diversify** across multiple specialist books for price-shopping. Running Star Sports + Fitzdares + one of the smaller specialists gives price comparison across three broadly similar operators. 3. **They dislike Star Sports' specific product gaps** (no PayPal, weak welcome offer, withdrawn BOG) and want an operator with similar "specialist racing" identity but modern conveniences. The honest answer: this combination doesn't really exist at full intensity. Fitzdares has the winner-friendly positioning but a narrower product. Paddy Power has the modern product but corporate ownership and standard stake-factoring. The trade-off is real. ### The portfolio approach For most serious racing punters, a sensible portfolio is: - **Primary corporate**: Bet365 (streaming, form, welcome offer) - **Second corporate**: Betfred or Paddy Power (welcome offer, extra places) - **Specialist book**: Star Sports (phone desk, antepost, on-course) - **Specialist alternative**: Fitzdares (winner-friendly app) - **Betting exchange**: Matchbook, Smarkets or Betfair (sustained volume, no restrictions) See our [full Star Sports review](/bookmakers/star-sports-review/) for context on where Star Sports fits in this structure. ## Frequently Asked Questions ### What are Star Sports' sister sites? PricedUp (launched 2024), Planet Sport Bet and NRG Bet — all Ben Keith-owned per iGaming Business's Waterhouse VC profile. These share back-office infrastructure with Star Sports. AK Bets was historically in the stable but appears inactive on the UKGC register — verify before opening. ### What's the best Star Sports alternative? Fitzdares — London boutique bookmaker with a stated "no stake factoring" positioning and genuinely different ownership from Star Sports. Closest direct replacement for the "specialist racing, takes winners" proposition. ### Is Betfred a Star Sports alternative? Different category. Betfred is larger (around 1,290 shops vs Star Sports' 18) and mass-market, but still family-owned (Done family). Punters who like Star Sports' owner-led independent identity may find Betfred appealing as the scaled-up version of that proposition. ### Should I use an exchange instead? For high-volume winning punters, yes — betting exchanges (Betfair, Matchbook, Smarkets) structurally cannot restrict winners because they are peer-to-peer. Matchbook and Smarkets have no Premium Charge. For single-bet specialist betting (ante-post, phone bets at size), a bookmaker like Star Sports or Fitzdares is still useful. ### Are all these alternatives UKGC-licensed? Yes. Star Sports, PricedUp, Planet Sport Bet, NRG Bet, Fitzdares, BetGoodwin, Joe Jennings, Betfred, Betfair Exchange, Matchbook and Smarkets are all UKGC-licensed for UK customers. Pinnacle is not UKGC-licensed and falls outside the regulated UK market.