Bet St George’s brand mascots will greet fans in key locations around Cheltenham, offering racegoers the chance to win a VIP day out at the jump season finale at Sandown on St George’s Day weekend.
As part of its launch campaign, the operator is inviting supporters to “Take on the Knight” – the enigmatic figure at the heart of the brand. Created as a bold symbol of the company’s challenger mentality, the Knight represents Bet St George’s ambition to stand up for punters while bringing personality back to the betting experience.
The UK Gambling Commission-licensed operator will place football and horse racing at the centre of its offering, supported by a full sportsbook and casino platform. Its positioning leans strongly into an English identity, highlighting domestic teams, homegrown talent and the country’s biggest sporting events.
England-focused markets, specials and promotions will feature prominently, reinforcing the brand’s commitment to backing English sport and its supporters.
The stage is set
Bet St George Head of Marketing Andre Au said: “Cheltenham felt like the perfect stage to introduce Bet St George properly. It’s one of the great moments in the British sporting calendar, and we wanted to show from day one that we’re here to add to the occasion and put fans first.
“‘Take on the Knight’ captures exactly what we’re about. We’re not just launching another sportsbook – we’re building a brand with personality, confidence and a clear point of view. The Knight represents that spirit. He stands for value, fairness and a willingness to go toe-to-toe in a competitive market.
“Our focus is firmly on English sport – from the passion of domestic football to the heritage of racing – and we’re committed to giving those markets the attention they deserve. That means competitive pricing, standout promotions around major national events and a genuine readiness to take bets. We want customers to feel that Bet St George is on their side, especially when it comes to backing English teams and talent on the biggest stages.”
