Bet365 is facing fierce competition to retain its Bookmaker of the Year title at this year’s SBC Awards, after the shortlists were announced for the sports betting industry’s annual end of year celebration on Tuesday 5 December.

Vying with the Stoke-based bookmaker for the ceremony’s key award will be Sky Bet, William Hill, Unibet, Pinnacle, Betsafe and 10bet.

Meanwhile the Affiliate of the Year will come from Better Collective, Catena Media, Livesport Media, Raketech, Easyodds, Check’d Media, OLBG or Gambling.com Group.

The most competitive categories are the two Rising Star awards. Competing for the operator award of Rising Star in Sports Betting will be Argyll Entertainment, Bookee, LV Bet, Betster, Coolbet, Mr Green, Betstars, 1Xbet, Adjarabet and LeoVegas Sports.