Stan James began in 1973 when Steve Fisher and James Holder opened their first betting shop, in Wantage, Oxfordshire. The name Stan James consists of the first two letters of Steve’s name, the first two letter’s of his wife’s name (Anne) and of course James for James Holder.
Steve Fisher soon recognised the advantages of operating a telephone-based betting service, and began doing this from a room above the shop. Similarly, in the 1990s, the company was quick to realise the importance of establishing a presence on the internet.
Over the past eight years, Stan James has been expanding at a rapid rate. First it bought Betdirect, a UK bookmaker, in 2007. The next year Stan James acquired betterbet.com, an online betting venture. In 2009, it partnered with the Austrian BETKICK Sportwettenservice GmbH to launch internet betting brands SJBET and SJBET24.com, intended for betting shops in European countries such as Austria and Germany. In 2010, Stan James also acquired 27 branches of the bookmaker Pagebet.
StanJames.com has partnerships with local companies in various countries, including Spain, the United States and Ireland, where it works with Betpack.
Today Stan James has about 90 betting shops in the UK and its online presence is huge, with StanJames.com customers from more than 120 countries. Punters can also place bets with Stan James via mobile devices or the phone.
Stan James sports sponsorships
Within the UK, Stan James is a major sponsor of sports events, and this has helped it achieve greater recognition. For example, Stan James currently sponsors a series of six horse races known as the “Road to Cheltenham”, culminating with the Stan James Champion Hurdle – which is raced as part of the Cheltenham Festival.
Notable races the company has sponsored in the past include the King George Chase at Kempton Park and the Guineas Festival at Newmarket, from 2006 to 2010. Stan James also sponsored a major darts event, the World Matchplay, from 2000 to 2010.