It was due to a partnership deal between The Sun's parent company News UK and Australian-based Tabcorp Holdings Limited that opened the opportunity for this online bookmaker to begin operations.
The Sun is not unfamiliar with sports and betting having already developed an association with other ventures including Dream Team FC, Goals, and Favourite. This new bookmaker operation online is hoped to capture some of the audience of those other ventures.
Over the years, The Sun has courted controversy for its wide range of sensationalist and damning headlines. Liverpool fans have had a boycott over buying the daily paper ever since the hideous headlines were run by the newspaper claiming Reds fans stole and urinated on the deceased at Hillsborough.
So the paper faces an immediate uphill battle when trying to win over a certain section of football fans to bet on its online sports betting product. The paper is widely seen as a rag for the working class but its position over topics such as the last General Election where it supported a Tory win and the EU referendum where it backed a “Leave” vote have led to a percentage of the working class readership abandoning its loyalty to The Sun.
However, its sports content, particularly the football section, is still seen as some of the most comprehensive coverage in the UK and that will be a key factor upon attracting enough punters to help it compete with the old guard in the online bookmaker industry.