A knight at the races: Bet St George launches VIP giveaway at Cheltenham

New UK bookie Bet St George will announce its arrival with a fan-first giveaway at the Cheltenham Festival this week.

Bet St George officially launched last week and will make its mark on Cheltenham by sending a band of knights to the town during the Festival.

The brand’s mascots will greet fans in key locations around Cheltenham and give them 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, Bet St George is inviting supporters to “take on the Knight” – the enigmatic figure at the heart of the brand. Designed as a bold symbol of the company’s challenger mentality, the Knight embodies Bet St George’s mission to stand up for punters and bring personality back to the betting experience.

The UKGC-licensed operator will place football and horse racing at the centre of its proposition, supported by a comprehensive sportsbook and casino offering. Its positioning is unapologetically English, with a strong emphasis on domestic teams, homegrown talent and the biggest national sporting occasions.

England-related markets, specials and promotions will take pride of place, reinforcing the brand’s commitment to backing English sport and its fans.

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.”