Cheltenham Festival 2025: What last year’s betting trends tell us

Cheltenham Festival 2025: What last year’s betting trends tell us 

The Cheltenham Festival is the pinnacle of the jumps racing season, attracting both seasoned and novice bettors alike. With the 2025 edition less than a fortnight away, now is the time to reflect on last year’s betting trends and what they could mean for this year’s ever-growing market.  

Staggering betting volume 

The 2024 renewal of Cheltenham saw unprecedented levels of engagement from bettors. Flutter Entertainment alone reported an astounding 34.9 million bets placed across its brands during the Festival. These figures highlight just how central Cheltenham is to the UK and Irish betting markets.  

Flutter also recorded over 2.5 million active users across its brands—Paddy Power, Betfair, and Sky Bet—meaning that each customer placed 14 bets over the four days. We expect this trend to continue, with users demanding reliable platforms that can handle peak traffic.  

Mobile betting continues to dominate 

The shift towards mobile betting was as evident as ever in 2024, with over 80% of Festival bets placed on mobile devices. The convenience of ante-post betting in the build-up and the combination of fluctuating odds before races and in-play prices have transformed how punters engage with horse racing.  

Therefore, operators must prioritise seamless mobile experiences, optimising app performance and user journeys to maximise engagement during Cheltenham week.  

The rise of each-way betting 

While each-way betting is nothing new, it surged in popularity by 25% during the 2024 Cheltenham Festival compared to 2023. This is a potential sign that bettors have a growing desire to mitigate risk while still enjoying the thrill of racing.  

Operators should recognise the increasing popularity of each-way bets and tailor their offerings accordingly. Enhanced place terms for the Festivals championship races and big handicap contests are one popular way of doing this. 

The Gold Cup’s timeless appeal 

While it might not lay a glove on the Grand National when it comes to the sheer volume of bets that the Aintree showpiece attracts, the Gold Cup is still the second most bet on race of the year—and it proved the most popular at last year’s Festival.  

Over 75% of bettors chose to bet on the Gold Cup over the meeting’s other 27 races. Operators can capitalise on the event’s widespread appeal by creating race-specific promotions and drive marketing campaigns focused solely on the iconic contest.  

Non-Runner No Bet (NRNB) provide value and reassurance 

While ante-post betting remains popular, Non-Runner No Bet or Non-Runner Money Back (NRMB) markets were highly sought after in the lead-up to the 2024 Cheltenham Festival.  

These offers provide bettors with a safety net that ante-post betting doesn’t, ensuring that their wagers are protected against unforeseen circumstances—like horses picking up injuries or not running in a specific race.  

William Hill made the headlines this season when capitalising on this trend when becoming the first bookmaker to offer NRMB from as early as midday on New Year’s Day, giving their customers the potential to have their full stake back on online and in-shop bets if their selection does not run.  

Your strategic partner for future Cheltenham success 

Staying ahead of the latest trends and insights is crucial when it comes to events like the Cheltenham Festival. Receptional stands ready to help your brand navigate these trends and maximise your ROI. With deep industry expertise, and data-driven strategies, we provide the insight and execution you need for a winning marketing strategy for Cheltenham and beyond.