The publishing principles of The Sun’s Betting section
The Sun’s betting section is run by the Digital Sports Editor Alex Peake, and the Head of Betting and Gaming Editorial Bruce Archer.
Backed by a dedicated team of sports and casino writers we strive to offer readers, players and bettors top-quality information, insights and analysis on betting and gambling.
Betting and gaming content is written by Sun staff and run by the Digital Sports Editor or the Head of Betting and Gaming Editorial.
Our aim is to highlight the best offers and value our readers can get from our partners while empowering bettors to make their own, well informed decisions.
This is done by signing up to operators and reviewing them as punters to offer the best possible insight.
None of our partners have any say in the content or editorial control.
They do however pay for placements of offers on some our pages. This content is clearly marked 'Sponsored'.
Types of content we produce
Event betting previews
We have a team of tipsters and writers who produce betting guides for different sporting events. These are done with the use of odds from our betting partners however all tips and recommendations are independent and come from our own expertise and judgement. This includes individual football matches, horse racing events, golf tournaments and so on.
Review articles
We publish a review article for each partner we work with. These are editorially independent with no oversight from the operator. We sign up as a normal punter and give our honest opinions on pros and cons for each. These reviews remain live even if a provider is no longer a partner. Reviews include sign up links to the operator where we generate affiliate revenue depending on the individual deal.
Round up articles
We produce summaries of individual reviews where we link to the full review article - again these are written by editorial staff with no approval or sign off from the operators. However in some cases the order the operators appear depends on fees paid.
Game reviews
We also write individual game reviews for the most popular games offered by the operators we work with. These are generally a mixture of casino and slots games that have been played by our team of experts. All reviews are independently written by our team of writers.
Meet The Sun’s Betting Team
Head of Digital Sport & Director Betting & Gaming
Alex joined The Sun in 2004 as news reporter before working on the newsdesk and then became Digital Sports Editor in 2015. He is also responsible for the online betting and gaming content, working closely with our commercial partners.
Head of Betting and Gaming Editorial, The Sun and talkSPORT
Bruce has worked in sports publishing for over 10 years. He was Digital Sports Editor at the Daily Express before joining News UK in 2020 as Betting and Gaming Editor. He manages the betting and sports affiliate content for the Sun and talkSPORT.
His interests include football, golf and horse racing.
Deputy Betting and Gaming Editor - Racing
Sam is Deputy Betting and Gaming editor at The Sun and covers all things racing. The winner that gave him the most joy was Flooring Porter defending his Stayers' Hurdle title in 2022 - while Christo Lamprecht first round leader at The Open (yes, really) was the best financially.
Assistant Betting & Gaming Editor - Dream Team
Nick Elliott is a Betting & Gaming Assistant Editor at The Sun and an expert on all things Dream Team having worked for the company since 2015. He is a trusted source of information and tips for hundreds of thousands of fantasy football enthusiasts. He is also responsible for the popular, long-running Coach newsletter, available weekly to all Dream Team users.
Betting & Gaming Writer - The Sun
James Anderson is a Betting & Gaming Writer at The Sun. He is an expert in sports betting and online casinos, and joined the company in November 2020 to work closely with leading bookmakers and online gaming companies to curate content in all areas of sports betting. He previously worked as a Digital Sports Reporter and Head of Live Blogs/Events at the Daily Express and Daily Star, covering football, cricket, snooker, F1 and horse racing.
Betting & Gaming Writer - The Sun
Craig Mahood is an expert in sports betting and online casinos and has worked with the company since 2020. He joined the Betting & Gaming team at The Sun in June 2022 and works closely with the leading bookmakers and online gaming companies to provide content on all areas of sports betting and gaming. He previously worked as a Digital Sports Reporter at the Scottish Sun, covering with particular focus on and , As well as football, he has covered , boxing, darts, the Olympics and for the Sun.
Golf Writer and Tipster
David was The Sun’s golf correspondent for over 20 years before moving to a freelance role. He still covers the biggest events in the game and provides betting tips most weeks.
In depth look at our writing and publishing
The Sun’s in-house team of casino and sports writers works diligently with industry experts on every piece of content published in the Betting section and in any piece relating to betting across our site. Our commitment is to provide readers and bettors with top-notch analysis, insights, and information. By leveraging industry expertise, we ensure our readers receive well researched and informed insights about the betting industry, as well as the best deals with gambling operators.
We often share our Betting content across the breadth of our site when relevant, so readers can become more informed of sports and casino odds through a number of ways including:
· homepage placements when relevant to the sporting calendar
· via navigations and category pages of sport and its sub-categories
· internal linking from relevant articles across sports and its sub-categories
Our Team’s Core Values
Journalistic Integrity: Ensure that all content, including reviews, analyses, and recommendations, is impartial.
Accuracy: Strive for accuracy in all content published, including odds, statistics, and information related to gambling operators and their services.
Responsible Gambling: Promote responsible gambling practices by providing educational content on the risks associated with gambling, as well as resources for those who may need assistance with gambling-related issues.