‘Come and see what we do’ - betting shop champion’s message to politicians amid fears of tax hammer blow

Tracey Mooney implored the government to “come and see what we do and how much it means” after being crowned 2025 Racing Post/SIS Betting Shop Manager of the Year.

Mooney, 55, who manages the William Hill Prestwick branch, beat seven other finalists from Britain and Ireland to take the top prize at an awards ceremony in London on Monday, with her trophy presented by former England international cricketer Alec Stewart.

A former florist, Mooney said her love of people and the community in her betting shop was her inspiration, stating that “you can’t buy it – you can’t bottle it”.

Mooney’s success comes against the backdrop of potential widespread betting shop closures if chancellor of the exchequer Rachel Reeves raises taxes on gambling in the budget on November 26. Reeves signalled at the Labour Party conference in September that she intends to increase gambling taxes in the budget, stating the government would make sure the industry "paid its fair share".

Tracey Mooney is presented with the trophy of Betting Shop Manager of the Year 2025 by Alec StewartCredit: Edward Whitaker (racingpost.com/photos)

Asked what message she would send to government about betting shops, Mooney said: “Come and see us. Come and see what we do. Come and speak to our customers and see how much it means to them. 

“What we do everyday is so much about community and keeping them safe. It's a place where people can come and spend time with no pressure and they don't have to be anything other than themselves.

“It’s the people, bottom line. It’s the community that’s there with the staff and the customers. You can’t buy it – you can’t bottle it. I love people and that’s what I do best.”

Mooney said she had fielded multiple calls and messages from customers who had been “rooting for her” prior to the final taking place in central London, and that she was excited to share the award with her husband Leon, who she described as “one in a million”, and children Cael and Devon.

The competition began in the spring when the major companies in the UK – Betfred, Coral, Ladbrokes, Paddy Power and William Hill – were asked to put forward a total of 14 managers each. In Ireland, BoyleSports, Ladbrokes and Paddy Power were each asked to nominate two managers.

At the same time, all independent managers were invited to enter the competition.

Tracey Mooney: "It's a place where people can come and spend time with no pressure and they don't have to be anything other than themselves."Credit: Edward Whitaker (racingpost.com/photos)

The eight finalists were interviewed, along with a key member of their shop team, on Sunday by a panel of judges, who then reached a decision.

The panel included Ibas managing director Richard Hayler, Levy Board chief executive Alan Delmonte, Nigel Boardman and Helen Scott of SIS, and RMG head of retail Alan Pepperell.

Mooney was the first winner for William Hill since 2012, and Leo Walker, the bookmaker’s managing director of retail, said the company had put extra effort into identifying its best managers which had resulted in three finalists following no representatives 12 months ago.

“These people are there for their customers and we've ensured we've supported them through the process,” Walker said. “In Tracey, we're dealing with someone who didn't know how big a contribution she was making to her customers, to her colleagues, and to William Hill. 

“Today demonstrates to her and to everyone else what a wonderful lady she is and she's a credit to William Hill and much more beyond. She'll make a wonderful ambassador for the retail betting industry.”

The awards were jointly sponsored by the SIS and the Racing Post, whose editor Tom Kerr highlighted the contribution made by each of the finalists to their wider communities.

He said: “What we have here is a clear demonstration of what betting shops and the people who manage them contribute to their communities.

The Betting Shop Manager of the Year award was handed to Tracey Mooney at an awards ceremony in London on MondayCredit: Edward Whitaker (racingpost.com/photos)

“When Tracey said to the government and to Rachel Reeves, 'Come and see what we do', I thought that's exactly right. There are so many preconceptions about what betting shops are and a condescending attitude, but they are thriving community spaces where people enjoy time with friends and enjoy the atmosphere and community that they are.

“Massive congratulations to Tracey, who seems wonderful. She and the other nominees exemplify what betting shops mean.”

The other seven finalists were Sharon Conaghy (Ladbrokes, Mullingar), Birat Devkota (Paddy Power, Folkestone), Georgina Giles (Paddy Power, Birmingham), Victoria Nichols (William Hill, Newmarket), Paul Oxtoby (Betfred, Beverley), Scott Sweet (Ladbrokes, Teignmouth) and Peter Wilde (William Hill, Caernarfon).

Mooney will be invited to several key racing and betting events during her year as champion.

Richard Ames, chief executive of SIS, said: “These are the people who are there day in, day out and in the world we are in at the moment there is a great deal of importance in listening to them. 

“People don't always do that, so to spend time with Tracey and the other nominees today is an opportunity for them to be celebrated. They understand the value of betting shops and what they provide to people.”

What the judges said

What set Tracey apart was her exceptional leadership, deep commitment to her team and a genuine passion for delivering outstanding customer service. She’s created a shop environment that’s not only high performing but also welcoming and community focused. An outstanding ambassador for the industry and a truly deserving winner of the 2025 Betting Shop Manager of the Year.
Nigel Boardman, SIS

Tracey is a thoroughly deserved winner. Her commitment, knowledge and warmth exemplified excellence throughout the process. As a first-time judge, this has been an uplifting experience. Every one of the managers we met is a top-class ambassador for the industry and should be immensely proud of what they and their teams have achieved.
Alan Delmonte, Levy Board chief executive

This was an extremely high-quality final – eight entirely legitimate overall winners, and several from the previous stage who were unlucky to miss out too. It was apt that Tracey was presented with her trophy by a cricketer, because she turned in an excellent all-rounder’s performance. She understood the needs and expectations of her customers and talked with genuine passion about the role of her shop in the community; especially the often-overlooked, whose daily trip to the bookies makes up the majority of their social contact outside of their own home.

She showed strong betting knowledge and business sense but set that against the need to look out for people struggling with betting, and to entertain – to make visiting the shop fun for her regulars and racegoing visitors.

I hope that a good few people engaged in ongoing political debate on betting find the time to meet Tracey for a cup of tea and an informative chat during the next 12 months. I’m confident they will be impressed.
Richard Hayler, Ibas managing director

Meeting the finalists, as well as all the managers involved in the process this year, has been a rewarding experience. There are clear challenges faced by the betting industry and the eight managers demonstrated their commitment to their customers as they strive to offer them a first-class retail experience while keeping them safe. They should all be proud of the work they do in their communities. Finally, congratulations to Tracey on being crowned champion. She will be a fine ambassador for the industry.
Andrew Pennington, Racing Post

The standard of finalists in this year's BSMOTY was exceptional, with the passion, sense of community and genuine care that all managers had a pleasure to witness. There had to be a winner, and Tracey Mooney displayed outstanding qualities throughout the competition. Her shop in Prestwick is clearly more than a betting shop. It's a community hub where responsible gambling, care for the customers and wider importance to the town are all promoted. She will be a great ambassador for the industry in the next 12 months.
Alan Pepperell, RMG head of retail

In a year of exceptional talent all our finalists demonstrated an unwavering commitment to their customers and teams and to creating welcoming, community-focused hubs in their local areas.  What truly stood out was their dedication to social responsibility and compliance – ensuring safe, responsible environments while fostering trust and integrity in every interaction. They exemplify everything this award represents.

My thanks go to each and every one of them for making our jobs as judges so very difficult! You should all be extremely proud of yourselves.
Huge congratulations to Tracey on being crowned our champion for 2025.

A true ambassador for our industry whose genuine passion for people was nothing short of outstanding.
Helen Scott, SIS

Betting Shop Manager of the Year roll of honour

1988 Willie Allison William Hill
1989 Peter Dagnall Coral
1990 Clive Eves Ladbrokes
1991 Peter Martin William Hill
1992 Barbara Holland Coral
1993 Jan Vince AR Dennis
1994 Eddie Amakoh Coral
1995 Martin Kelly Coral
1996 Ellen Killen Ladbrokes
1997 Leila Craig Coral
1998 Anthony O’Hara Stanley Racing
1999 Alan McEwan William Hill
2000 Gail Abbott Braybrook Racing
2001 Michael Hatton Coral
2002 Siobhan Gallagher Coral
2003 Jackie Sweeting William Hill
2004 Anita Graham Totesport
2005 Sean Holden Totesport
2006 Michelle Fox BoyleSports
2007 Steph Davies Coral
2008 Andrea Baker Coral
2009 Angie Bowers Ladbrokes
2010 Michael Demetriou Choicebet
2011 Andy Bennett Scotbet
2012 Barbara Berki William Hill
2013 Aidan Connolly Coral
2014 Adam Hurley Ladbrokes
2015 Matt Howe Ladbrokes
2016 Rob Mabbett Betfred
2017 Ron Hearn Jenningsbet
2018 Lorraine Archibald Ladbrokes
2019 Sandra Gilmartin Paddy Power
2022 James Maloney Star Sports
2023 Stacey Carnell Ladbrokes
2024 Georgina Moloney BoyleSports

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