In our review, we look at what makes this leading bookmaker great including the BetHard new customer bonus.
Bethard was established in 2014 as an online casino and sportsbook predominantly aimed at the Scandinavian market. The site is operated by Malta-based Gormadan Solutions Ltd, a subsidiary of Worldclass Entertainment Ltd.
It really shot to prominence in 2018, when it gained a UK launch after signing up Swedish superstar striker Zlatan Ibrahimovic as a high-profile co-owner and brand ambassador.
The leonine centre forward is one of the most recognisable footballers in the world, following a trophy-laden career at Malmö, Ajax, Juventus, Inter Milan, Barcelona, AC Milan, PSG and Man Utd. Nowadays he is busy terrorising MLS defences with LA Galaxy, but he has still found time to help run Bethard and promote its services.
He said he was motivated to team up with Bethard as the company has Swedish roots, the founders are from his home town and they are “true challengers who really want to do things differently”.
Bethard is a Swedish operator, and Worldclass Entertainment Ltd also operates brands like sverigecasino.com, norgevegas.com and suomivegas.com, but the business is licenced by the Malta Gaming Authority and also by the government of Curacao.
The Bethard sports betting site is a relative newcomer to the market, but thus far it has built up a strong reputation for fairness and trustworthiness, and it is bound by strict regulations laid down by the Malta and Curacao gaming authorities. It covers a broader range of sports and markets than a number of more established rivals, and the site is now live in many territories across the world.
Horse Racing Betting at Bethard
Bethard initially did not offer horse racing markets when it launched in the UK, but it quickly rectified that. It now offers odds on all UK race meetings and some action from Ireland.
There is a section for international racing, although it is currently empty apart from futures odds on the Prix de l’Arc de Triomphe. You will not find comprehensive coverage of the US, Australia or Europe. Bethard is still a new site, so there is every chance that the team is working on building out this section.
You will find a healthy range of ante-post races from across the UK and Ireland to bet on by clicking on the "Future" tab. The site does not quite offer as many ante-post races as market leaders such as William Hill and Paddy Power, but the selection is a lot stronger than many of its competitors. However, it does not offer virtual racing and there is no tote betting, while you will not find greyhounds markets on the site either.
The horse racing section of the Bethard site looks clean and polished, and it is really easy to navigate. If you click on a race you will be presented with a basic form guide, weight, age, trainer and jockey name for each horse. The form only tells you what position the horse finished in during its last six races, but there are no details about the type of race, the distance, the time in which it completed the race or the going.
Unlike some of its more established rivals, Bethard does not provide tips, insight or paddock previews. You will not find boosted odds, extra place promotions, best odds guaranteed or any of the added features that the leading horse racing bookmakers provide.
The racecard is reasonably basic, but it is easy to use. A handy tool tells you the previous odds on each runner, so you can tell whether the market is moving in favour of or against it.
If you tap on the odds next to a horse, it will be added to your bet slip. You then have the opportunity to mark whether you want to go each-way, and Bethard will tell you the each-way terms, such as a quarter of the odds for the first two places.
A separate tag allows you to create a forecast by selecting two runners, although there are no options for a combination forecast, tricast or combination tricast. You can create accumulators and other multiples by adding more than one selection to your betslip.
It is easy to navigate from meeting to meeting and it should appeal to casual horse racing fans and punters in a hurry to place a bet.
Bethard offers a reasonable degree of value when it comes to horse racing odds. It rarely has the most attractive price on the market, but it is not too far behind. Its antepost odds are broadly in line with the market average too.
Sometimes you will find that its place terms compare negatively to the rest of the market. On some antepost races, you will see it offer just a fifth of the odds on the first three finishers, whereas its rivals offer a quarter of the odds on the first four.
Horse racing does not feature in Bethard’s live betting schedule, you cannot stream the action and it does not offer cash out.
Football Betting at Bethard
As you would expect from a brand fronted by Ibrahimovic, football is the main sport covered by Bethard. It goes into fantastic depth that outstrips many rivals, covering the likes of the Romanian second division, the Northern Ireland Development League and the Zimbabwe Premier League.
If you are interested in betting on Swedish or Norwegian football, this site is absolutely unrivalled, going all the way down to the most minor games imaginable and offering a healthy range of markets on them.
It is interesting to note that it's English football coverage goes all the way down to divisions like the Isthmian Premier League and Southern Central League, which are in the eighth tier of English football. When it comes to big games, you can bet on more than 110 different markets, and that offering stacks up with the world’s leading betting sites, like Bet365, William Hill, Ladbrokes and Paddy Power.
It has an excellent range of specials to choose from, including to miss a penalty, to score an own goal and both teams to score in both halves.
The entire site is dark, with white and yellow text on a black background, and the football section is pretty easy to navigate. It is broken down into clear sections and matches are well laid out. Coupons can feature matches taking place on a particular day, or it can be broken down into competitions.
When you click on a match, you are presented with a huge range of markets, and tabs also break them down into categories like goals, halves, corners and specials. You can easily switch between fractional, decimal and American odds, depending on your preference.
If you tap on a selection, it is added to your betslip and you can choose your stake. When you add multiple selections, it gives you the opportunity to place doubles, trebles and accas. The betslip is straightforward, and it always informs you of the potential profit you stand to make if your wager is successful.
Each competition also carries a number of futures markets, including the winner and the top scorer. You are informed of each-way terms at the top of the page. For a major competition like the Premier League, you can bet on the winner, who will be relegated, who will stay up, whether a team will secure a finish in the top four, top six or top half of the table, Player of the Year, “Without Big Six” and many more markets.
Bethard has a decent live betting service, covering a number of sports, including football. The number of markets is impressive, and the in-play section is well laid out.
It does not currently offer a live streaming service, but it promises to have one up and running soon. One great function Bethard offers is cash out, which allows you to settle your bet early, either to lock in a profit or mitigate further losses. It is available for single and acca bets, but Bethard says it makes no guarantee that cash out is available on every match.