Denise Coates stands as one of the most influential figures in the global online gambling industry. As the founder, majority shareholder, and joint CEO of bet365, she has transformed a modest family betting business into a multi-billion-pound digital empire. Renowned for her sharp business acumen, technological foresight, and private demeanor, Coates has become Britain’s richest woman and one of the world’s highest-paid executives.
Early Life and Education
Born on September 26, 1967, in Stoke-on-Trent, England, Denise is the eldest daughter of Peter Coates, a former miner who built a chain of betting shops called Provincial Racing. Growing up in a family immersed in the gambling sector, she gained early exposure to the industry, working as a cashier in her father’s shops during her school years.
Coates attended Sandbach High School and later earned a first-class degree in econometrics from the University of Sheffield. This rigorous training in statistics, economics, and data analysis would prove instrumental in her future success. After graduating, she returned to the family business, initially working as an accountant before becoming managing director of Provincial Racing in 1995.
The Birth of bet365
In the late 1990s, Coates recognized the transformative potential of the internet for sports betting. While competitors were slow to adapt, she took decisive action. In January 2000, she purchased the domain bet365.com for £20,000. When she launched the site in 2001, she borrowed £15 million from RBS against the family’s betting shop estate to fund the venture.
Starting from a portable cabin in a Stoke-on-Trent car park, bet365 quickly grew into a pioneer of online gambling. By 2005, the family sold their chain of physical shops to Coral for £40 million, allowing them to repay debts and focus entirely on the digital platform. Today, bet365 is one of the world’s largest online gambling companies, facilitating billions in annual bets and generating revenues exceeding £3.7 billion (approximately $4.6 billion) in its latest fiscal year ending March 2024.
Coates remains hands-on, overseeing day-to-day operations, product development, and technology, while her brother John Coates handles legal and financial affairs. The company has expanded aggressively, particularly in regulated markets like the United States, where it has launched in multiple states.
Business Success and Wealth
Under Coates’ leadership, bet365 has become a global powerhouse with millions of customers worldwide. The company, privately held by the Coates family, owns a majority stake in Stoke City Football Club.
Coates’ personal wealth reflects this success. As of 2025, estimates place her net worth between £7-9.5 billion (around $9-12 billion), making her one of the wealthiest self-made women globally. She has consistently ranked among the highest-paid executives, often taking her income primarily as salary rather than dividends—a choice that has drawn attention and criticism.
In recent years, her compensation has included significant packages, though she took a notable pay cut in the fiscal year ending March 2024, receiving around £158 million despite the reduction. The Coates family remains one of Britain’s largest taxpayers.
Philanthropy and Recognition
Coates is a committed philanthropist. She established the bet365 Foundation in 2012, later renamed the Denise Coates Foundation, which has donated hundreds of millions to causes including healthcare, education, medical research, disaster relief, and community development. Notable contributions include support for the NHS during the pandemic and aid for Ukraine.
Her achievements have earned her widespread recognition. In 2012, she was appointed a Commander of the Order of the British Empire (CBE) for services to business and the community. She has received an honorary doctorate from Staffordshire University and been named among the most powerful women in the UK.
A Private Powerhouse
Despite her immense success, Denise Coates maintains a low public profile, rarely giving interviews and shunning the spotlight. She lives in Cheshire with her husband Richard Smith and their five children, balancing a demanding career with family life.
Coates’ story is one of bold vision, calculated risk, and relentless innovation. From humble beginnings in Stoke-on-Trent to building a global digital giant, she exemplifies how foresight and determination can redefine an industry. As bet365 continues to expand, particularly in emerging markets, its legacy as a trailblazing entrepreneur remains firmly intact.
