The Power of CRM in Sports Betting During the Cheltenham Festival

As a UK-based customer retention consultancy we have a wealth of experience in driving engagement for many different industries, including the gaming and sports betting industry. With today marking the start of Cheltenham Festival, a prestigious horse racing event and cornerstone event in the UK gambling calendar here are some insights as to how CRM is used to get race-goers, enthusiasts and casual punters engaged and betting.

The Cheltenham Festival is synonymous with prestigious horse racing, attracting elite horses, jockeys, and trainers. It's a cornerstone event in the UK gambling calendar, drawing in millions of bets and a surge in customer activity. In 2022, the festival attracted a record crowd of over 280k attendees, contributing an estimated £274 million to the local economy.

With fierce competition among operators, the key to standing out isn’t just aggressive acquisition—it’s personalisation and relevance powered by CRM.

Why CRM is Crucial for Gambling Operators During Cheltenham

During high-profile events like the Cheltenham Festival, betting companies see a massive influx of both new and returning customers. A robust CRM strategy ensures that brands can:

• Maximise customer engagement with timely, relevant offers.

• Increase retention by reactivating past bettors and rewarding loyalty.

• Enhance personalisation through data-driven insights and predictive analytics.

• Drive responsible gambling practices with tailored messaging and controls.

How Gambling Brands Use CRM for Cheltenham Festival Success

To leverage CRM effectively, operators deploy a combination of customer segmentation, real-time engagement, and automation. Here are some key examples of how leading betting companies make their campaigns more personalised and relevant:

1. Smart Segmentation & Targeted Offers

Operators use first-party data to segment their audiences based on:

• Past betting behaviour (e.g. horse racing enthusiasts vs. casual punters).

• Preferred betting markets (e.g. win-only bets vs. accumulators).

• Frequency and spend levels.

By understanding these segments, they can deliver highly relevant offers such as free bets, price boosts, or loyalty rewards tailored to different customer groups.

2. Real-Time Triggers & In-Play Personalisation

Cheltenham’s fast-paced nature requires real-time engagement. CRM automation allows brands to send:

• Instant notifications on key races, odds changes, and exclusive promotions.

• Live in-play betting suggestions based on previous wagering patterns.

• Reminder emails and SMS campaigns for upcoming high-profile races.

For example, if a bettor frequently wagers on underdog horses, they might receive a real-time boost offer for a relevant outsider in the Gold Cup.

3. Gamification & Loyalty Initiatives

To keep customers engaged beyond Cheltenham, operators implement:

• Leaderboards and challenges to encourage betting activity.

• Loyalty tiers offering enhanced odds or VIP experiences.

• Exclusive rewards for consistent participation during the festival.

This fosters long-term engagement rather than a one-off betting spree.

4. Responsible Gambling & Compliance

With increased activity comes the responsibility to promote safer gambling. CRM enables operators to:

• Identify risky behaviours using AI-driven analytics.

• Send customised safer gambling messages based on spending patterns.

• Implement self-exclusion and deposit limit reminders tailored to user behaviour.

By integrating responsible gambling into CRM workflows, brands build trust while ensuring regulatory compliance.

Final Thoughts: Winning with CRM Beyond Cheltenham

The Cheltenham Festival presents a golden opportunity for gambling operators, but true success comes from long-term customer value rather than short-term acquisition spikes.

By leveraging CRM-driven personalisation, real-time engagement, and responsible gambling initiatives, operators can create a seamless betting experience that boosts revenue and also fosters loyalty and trust.

Author: Helen Day.

Customer Retention Specialist & CRM Consultant, RetentionMinds, UK.