![]() ![]() Sky Sports quickly grew into one of the biggest live broadcast sports services in Britain, and Stan James benefited immensely from it. 1990: The Birth of Sky SportsĪlthough things were going very well for Stan James with their business slowly growing, they had a huge breakthrough in 1990 when Sky Sports was born. This led to a healthy period of growth and expansion. However, this eventually meant much more competition for telephone bets, and so, with only a few physical shops mostly around Berkshire and Oxfordshire in their portfolio, Stan James decided they needed to expand their high street offering in order to keep up. The idea really took off, with many other bookies following suit. The majority of their business was done closer to home, so opening up the telephone service was a breakthrough idea that made their service available countrywide. At that time, most bookmakers were only taking bets over the counter, so it put Stan James on the map. In those early days, Stan James set themselves apart by becoming one of the first betting companies to offer a dedicated telephone staking service, which was cutting edge in the 70s, believe it or not. The company got their name by combining Steve and his wife Anne’s name to make Stan, with the James part obviously coming from Holder. The Stan James brand started back in 1973 when Steve Fisher and James Holder opened a betting shop in Compton, Berkshire, an area in which many racing trainers were based. ![]()
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