Denise Coates is the founder and inspirer of Bet365

Дениз Коутс

Denise Coates is the founder of Bet365, an online operator that offers casino games, sports betting, poker. She is the co-CEO of the company (partner is brother John). Owns 50.3% stakes. She is on the 509th line in the Forbes list of the richest people in the world (in 81st place among women). The businesswoman is worth an estimated $5.3 billion in 2022.

Coats leads a secretive life. Rarely appears in public and gives interviews. Thanks to this, it moves freely through the streets. Passers-by do not recognize the billionaire, and she can live like an ordinary person, visiting shops, shopping centers, cafes.

Peter Coates

The entrepreneur's father was born into a large and poor mining family (14 children) in the town of Goldenhill (northern outskirts of Stoke-on-Trent, Staffordshire, England). At the age of 14, Peter left school to help the family with money. Even then, he was fond of the Stoke City football team. Having signed a contract with her, he played like an amateur, admitting that he did not reach the level of a professional. At the same time, he worked in the office until he was called up to serve in the parachute regiment.

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After the army, Peter joined a chain of restaurants and quickly rose through the ranks to regional manager. Experience and income allowed him to found his own company, Stadia Catering, specializing in catering for sports events. Making money from this, he bought a chain of bookmakers.

Between 1986 and 1998, Peter owned the Stoke City team, which he sold for 3.5 million pounds. In 2006, he returned the club and became the largest shareholder.

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Early years and the beginning of a business career

The future billionaire was born on September 26, 1967. There is no information about her childhood and adolescence, as she does not share the details of her biography. It is known that enrolling in the University of Sheffield, Coates worked, taking bets in the bookmaker's father's Provincial Racing. At the same time, she met Richard Smith, her future husband. She studied econometrics in college. Later she studied accounting, although she did not like this area.

Denise was invited by her father to participate in the management of Provincial Racing. Agreeing, she became managing director in 1995. The company was struggling, but Coates quickly turned things around. Taking out a loan from Barclays, she expanded the family business by purchasing a rival betting shop.

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Creation of Bet365

Through farsightedness, Denise realized that the internet was the future. At the end of the 90s, the era of online platforms for accepting sports bets and playing incasinos was already beginning, but the niche developed poorly. There was little competition, and popularity among users grew slowly.

Coates took a risky step. She began to persuade her brother John, a lawyer by profession, to participate in a new case, to help develop a promising niche. He did not agree for a long time, but in the end he could not resist the arguments of his sister. In 2000, a domain was purchased forBet365.

Фото с брендом
Coats in front of the Bet365 logo

Money was needed to open an online business large. Many investors turned away from risky investments.

The courageous entrepreneurs were helped by their father and relatives and the Royal Bank of Scotland.

The lending institution provided 18 million dollars. The family put the business on the line by mortgaging all bookmakers. The site began operating in 2001. Coates had to work hard. The popularity of the operator began to grow rapidly due to:

  • Based in the United Kingdom. Competitors mainly worked from abroad. Bet365 has obtained a local license. Customers could physically visit the company's offices and offline affiliates of the bookmaker.
  • The addition of casino, poker, which made the site a one-stop place to play.
  • Quality customer service. Good technical support, quick withdrawal of money helped to retain users and gather a permanent audience.
  • Expansion of the range of sports, lotteries, casino games. Outcomes of less popular disciplines appeared. This attracted customers who had no place to bet on the sports they were fans of.
  • Good reputation. The Coates name has never been associated with scandals or suspicions of fraud.

The success of the company grew so much by 2005 that the family sold ground-based BCs for $50 million. This made it possible to pay off the debt to the Royal Bank of Scotland.

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The pinnacle of success

By 2020, Denise received the title of the highest paid director in England, earning for year 421 million dollars. That's £1.3 million a day, 2,360 times what former British Prime Minister Boris Johnson earned. Other members of her family also received six figures.

Denise paid £481.7 million in taxes in 2022, topping England's annual rankings for the third year in a row.

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Personal life

Little is known about Coates outside of business. She gives interviews by e-mail, without touching personal points. It is known that he lives close to his parents in a modest farmhouse in Sandbach. Officially, Denise has 5 children. It is known that 4 of them are adopted and are brothers and sisters. There is no data for 5 children.

Denise Coates drives an Aston Martin.


People and media criticizing gambling believe that Denise's income is indecently high and obtained through addiction and suffering. In 2021, journalists furiously discussed her intentions to build a palace for the family in Cheshire. According to rumors, it would cost 90 million pounds. In addition, her plans and attempts to buy up agricultural land adjacent to the construction site were criticized.

План постройки
Project for a new Coates house
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Stoke-on-Trent 951

Хотя компания Bet365 перенесена в 2015-м на Гибралтар, она по-прежнему ключевая для города Сток-он-Трент. В ней работают порядка 2500 местных жителей. Муж, брат, отец Дениз работают в местном клубе «Сток Сити». Он не приносит прибыли. В 2015-м  футбольной команде было выделено 38 миллионов долларов от компании. Другие владельцы давно бы продали такой клуб, но для Коутсов он, видимо, дорог не с финансовой точки зрения.

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Charity and philanthropy

Coats spends a lot of money on charity. In 2012, she created the Bet365 Foundation. She has donated £85 million to him as of 2022.

Known Charitable Acts.

$345,000 1079Колледж Святого Иосифа в Трент-Вейл. Для помощи детям в Сьерре-Леоне.
$120,000Bristol University Law School. Help for low-income freshmen.
$365,000The Wedgwood Collection. To preserve the industrial archive.
UnknownOxfam Organization. To fight poverty.
UnknownDouglas Macmillan Hospice. To fight cancer.
UnknownTyphoon Haiyan victims
UnknownNorth Midlands University Hospital. For the purchase of gynecological equipment.
Unknown1000 teachers. For training in working with autistic children.
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Awards and recognitions

In 2012, Coates was made an MBE for services to society and business. The following year, she was included in the list of the 100 most influential women in the UK according to the Woman's Hour (BBC) program. In 2019, Coates was inducted into the Sports Betting Community Hall of Fame. Honorary Doctorate from Staffordshire University.

Denise Coates is a unique person who has made his fortune by working hard and risking everything. Despite millions, she continues to work, successfully leading a large company with a complex structure.

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