Star Racing Limited
Star Racing Limited: Comprehensive Guide to Sites, Bonuses, and Company Background
Introduction to Star Racing Limited
Star Racing Limited, headquartered at Star House, 255 Old Shoreham Road, Hove, BN3 3ED, is a prominent operator within the UK’s betting scene. Best known for running StarSports Bet, AK Bets, and McBookie, this company combines a strong focus on sports betting with an extensive casino offering. Star Racing Limited’s approach involves direct ownership of flagship brands and partnerships via white-label arrangements, supporting a growing network of platforms.
Top Casino Promotions and Bonuses
Bettors registered with Star Racing Ltd-associated platforms benefit from a range of enticing welcome offers, each tailored to attract new players and reward regulars. Below is a summary of key current promotions available across the network:
| Bonus Offer | Incentives | Eligibility | Key Terms |
|---|---|---|---|
| 285% up to £9,000 | + 225 Free Spins | 18+ only | 35x wagering, full T&Cs apply |
| £7,000 Deposit Bonus | + 150 Free Spins | 18+ only | 40x wagering, full T&Cs apply |
| 500% up to £2,500 | + 50 Free Spins | 18+ only | 35x wagering, full T&Cs apply |
| 400% up to £5,000 | + 50 Free Spins | 18+ only | 35x wagering, full T&Cs apply |
| 200% up to £500 | + 20% Cashback | 18+ only | 40x wagering, full T&Cs apply |
| £1,000 Casino Bonus | + 100 Free Spins | 18+ only | 40x wagering, full T&Cs apply |
| 150% up to £750 | + 100 Free Spins | 18+ only | 35x wagering, full T&Cs apply |
| 200% up to £3,000 | + 200 Free Spins | 18+ only | 35x wagering, full T&Cs apply |
| 200% up to £1,000 | + 200 Free Spins | 18+ only; Min deposit £10 | 35x wagering, spins valid for 48 hours |
| 400% up to £2,000 | + 100 Free Spins | 18+ only | 33x wagering on bonus, 45x on spins, Max bonus £200 |
| 100% up to £80 | Welcome Bonus | 18+ only, New players, Min deposit £10 | 35x wagering, Max bonus £80 |
| £100 Welcome Bonus | + 100 Free Spins | 18+ only, UK new customers, Debit card, Min deposit £20 | 100% match, 50x wagering (bonus), No wagering (spins) |
| £100 Welcome Bonus | + 100 Free Spins | 18+ only, New customers, Min deposit £20 | No wagering on offer, Valid 7 days from registration |
| 100% up to £100 | + 30 Free Spins | 18+ only, New players, Min deposit £10 | 35x wagering, £5 max bet, Use bonus in 30 days, spins in 10 days |
| £200 Deposit Match | + 200 Free Spins | 18+ only, Min deposit £20 | 40x wagering in 7 days, £5 max bet, Max win applies |
Note: Always review the full site terms and conditions for each promotion before participating.
Star Racing Limited’s Main Platforms in 2025
StarSports Bet: The Flagship Platform
StarSports Bet stands as the crown jewel of the Star Racing network. Unlike its sister sites, this platform is directly managed and operated by Star Racing Limited. It serves as both the principal offering and the model for potential future white-label collaborations. StarSports Bet is primarily dedicated to sports betting—especially horse racing, though motorsports and other racing events feature prominently as well. On top of its impressive sportsbook, users will also find an extensive collection of online slots and a live casino, provided by industry-leading suppliers. After more than ten years in the market, StarSports Bet maintains a strong reputation for reliability and variety within the UK’s betting space.
McBookie: A Scottish Twist with an Exclusive Club
McBookie delivers a similar suite of betting and casino products found on StarSports Bet, but with a distinctive Scottish theme. One notable difference is the Tartan Club loyalty scheme—participation is by invitation only, and there is no clear path to admission other than consistent play, making it one of the more exclusive clubs in online betting. While this can be frustrating for some, McBookie’s unique branding has ensured popularity in Scotland, despite otherwise mirroring the offerings of its fellow network sites. The sportsbook, live dealer casino, and virtual games lineup all match what’s available on the Star Racing platform.
AK Bets: Rapid Ascent in the UK Market
AK Bets has seen substantial growth since launching as a physical betting booth in 2021. Despite early setbacks, the brand quickly became profitable and made its online debut in 2023 through a white-label partnership with Star Racing Limited. Although competition in the UK betting industry is fierce and promotional offerings at AK Bets could be expanded, the site has already demonstrated strong potential. Its future trajectory is promising, and while it has some way to go before it can rival StarSports Bet, AK Bets is poised to capitalize on its growing online presence.
Corporate Overview: Star Racing Limited
Company Background and Achievements
Star Racing Limited is a somewhat enigmatic presence in the UK gambling industry, preferring to operate without a public-facing website or social media accounts. Nonetheless, the company’s impact is significant. Founded in Hove in January 1999, the business now boasts annual revenues exceeding £568 million and has fewer than fifty employees. Despite being smaller in headcount than some counterparts, its financial results place it among the higher echelons in UK betting. This success is largely attributed to the expertise of key leaders, notably Benjamin Keith and Russell Candler.
The Evolution of StarSports Bet
Originally launched under the name Star Racing in 1999, StarSports Bet began as a network of betting posts at horse and greyhound tracks in southern England. Over time, the operation expanded, acquiring independent brands like Vickers, Turner & Kendrick, and Waldron (though Vickers was later divested). In 2009, the company rebranded its betting operation to StarSports Bet and refocused its online platform. Known today for a high-end, personalized service—emphasizing discretion and large-stake betting—Star Racing Limited continues to position itself as a boutique alternative in a highly competitive industry.
The company markets itself as “the delicatessen of bookmakers,” appealing especially to clients seeking tailored betting solutions or white-label partners looking for hedging services. While there are no plans currently announced for launching additional directly operated sites, the company appears content with its mix of flagship and partner platforms.
Current Portfolio of Star Racing Ltd Sites
For reference, here is a breakdown of all active betting sites affiliated with Star Racing Limited:
Directly Operated by Star Racing Ltd
- Star Sports Bet (starsports.bet)
Operated Under White-Label Agreements
- McBookie (mcbookie.com)
- AK Bets (akbets.bet)
Conclusion
Star Racing Limited occupies a unique space in the UK betting and casino landscape. With its flagship StarSports Bet and successful partnerships with McBookie and AK Bets, the company continues to blend tradition, innovation, and localized branding. Its extensive range of bonuses, experienced leadership, and adaptability make it a notable player to watch in the years ahead.