Stan James was founded in 1973 by Steve Fisher and James Holder, the latter of the two eventually leaving the business entirely to the Fisher family. The company’s origins are somewhat humble, starting out as a solitary betting shop in Compton, Berkshire, United Kingdom – although some claims have been made that the company were perhaps somehow linked to a number betting shop based in Wantage, Oxfordshire. However these claims have so far not been proven.
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About Stan James
The company name, Stan James, is derived from the first names of Steve Fisher, Anne Fisher (wife of Steve) and James Holder. The Stan in Stan James was decided upon by taking the first two letters of Steve and Anne’s names. While a significant portion of the company’s revenues to come from their various online ventures and mobile gambling platform, an important part of the business remains their 90+ land-based retail betting shops. It is also worth noting that when Pagebet went bankrupt in 2010 Stan James acquired 27 of their betting shops during the liquidation process.
Since 2007 Stan James has seemingly been trying to diversify as much as possible, acquiring various bookmakers across England and Europe, including BetDirect from 32Red for £5.75 million and Betterbet.com for an undisclosed figure. Additionally, they teamed up with BetKick in 2009 to create SJBet, expanding the reach of the Stan James brand to much of mainland Europe. They also own a significant stake in GoldenPark.com, with which they target Spanish casino market as part of a partnership with Group MGA, a Spanish land-based casino specialist and Racing2Day in the United States, which naturally focuses on the horse racing markets in North America. Stan James have also recently begun managing the online presence of BetPack, one of Ireland’s most prominent high-street bookmakers.
Despite all of these rather impressive achievements and business dealings over the last decade or so, Stan James remained relatively unknown to the general public until they began advertising on television towards the end of the last decade. The advertising and so they ran became quite popular due to how relatable the two characters are. Stan and James were seen in a variety of scenarios arguing over the potential outcome of numerous sporting events, primarily football matches and the eventual winners of various footballing competitions such as the Premier League and the FA Cup. This advertising campaign, in addition to their sponsorship of the Road to Cheltenham series, meant that Stan James had targeted both their key demographics with relative ease and place themselves in an extremely prominent position on both fronts.