Ivy Bet finds upside in international breaks

SBC News reported that, in football betting tied to the Premier League calendar, Ivy Bet saw international breaks deliver stronger-than-expected commercial performance. Speaking to the outlet, Ivy Bet’s Liam Normanton outlined that September and October’s international fixtures held up well on activity and compared favourably on sportsbook returns.

What happened

• Break weekends “held up” against typical club weekends. While raw volumes were lighter than a full Premier League slate, international days sat within the normal range and sometimes ahead of quieter domestic rounds.
• Market mix simplified. Bettors focused on fundamentals: match result and total goals. Intricate options that are popular in the Premier League—such as correct score, half-time/full-time and goalscorer props—saw less traction.
• Accumulators followed the simple theme. With thinner knowledge on international squads, customers leaned toward established nations when building accas, often combining big teams and straightforward outcomes. Enhanced prices on match results were a popular add-on.
• Stakes were comparable. Average stakes were in the same ballpark as Premier League betting, albeit slightly more modest.
• Profitability surprised on the upside. From a sportsbook perspective, returns on international break weekends compared very well to club weekends, contrary to expectations.
• A distinct audience emerged. A large share of international bettors were not active on the Premier League at all. Many were new to Ivy Bet this season, and these customers tended to be among the most active by separate betting days.
• Product lessons were clear. Ahead of the November window, Normanton emphasised the need to “keep it simple” with strong pricing and clear presentation for match result and goals markets, and to make scattered fixtures easy to browse.

Why it matters

For UK-facing operators and media, the findings suggest that international breaks may carry more commercial value than their reputation implies. If the audience on international days is genuinely distinct from the Premier League crowd, the breaks could:

1. Broaden reach: They may attract customers who are less active on domestic weekends, opening a window for acquisition without cannibalising regulars.
2. Improve unit economics: A simpler market mix and the observed profitability could support steadier margins during calendar lulls.
3. Strengthen retention: Early signs that international bettors return on more separate days could translate into better long-term engagement if onboarding is handled well.

For bettors, the simplified focus on match outcomes and goal totals may reduce decision overload. Those exploring multiples can sanity-check potential returns with our bet tools, such as the bet calculator for accumulators: /bet-calculator/accumulator. If you’re newer to football markets, the sports betting glossary can help with terminology: /guides/sports-betting-glossary, and our overview of sports betting may also be useful: /sports-betting.

Strategy takeaways for operators

• Prioritise fundamentals: Make match result and goals pricing prominent, competitive and easy to find. International breaks may reward clarity over breadth.
• Guide discovery: Because fixtures are scattered, intuitive navigation and scheduling overviews could reduce friction and boost engagement across the window.
• Calibrate enhancements: Enhanced prices on marquee match results aligned well with how customers were betting. Simple, well-signposted boosts may fit the moment.
• Prepare journeys for newcomers: With many international bettors being new and notably active, straightforward registration, clear market explanations and unobtrusive education may help them continue after the league season resumes.
• Treat the calendar as continuous: Maintaining product quality, pricing discipline and relevant promotions through breaks could smooth week-to-week performance.

What to watch

• November test case: With another break approaching, operators may watch whether the September–October profitability pattern repeats and whether average stakes remain steady.
• Audience overlap: If the distinct international cohort keeps returning, operators could consider how best to transition them back into domestic fixtures without overcomplicating choices.
• Market depth vs. simplicity: It will be worth seeing whether pared-back menus continue to perform, or whether selective reintroduction of player props adds value without diluting clarity.
• Risk management: Leaning toward big favourites in accas is common on internationals; margin outcomes may hinge on how heavily bet the obvious prices are and how well they are managed.

Further reading

• Understanding football markets: /sports-betting
• Check potential returns on multiples: /bet-calculator/accumulator
• Key betting terms explained: /guides/sports-betting-glossary

Related guides

• [Bet Calculator](/bet-calculator)
• [Lucky 15](/bet-calculator/lucky-15)
• [Lucky 31](/bet-calculator/lucky-31)

Source

This article is based on the report "Ivy Bet: Why international breaks are proving more profitable than expected" published by SBC News on 10 November 2026.

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