Blue Square's SP just in front on first day.

Byline: By Lee Mottershead and David Baxter 

BLUE SQUARE yesterday predicted more of the same after the company's first day producing their own starting prices on British races resulted in returns that, on balance, either mirrored or bettered the official product.

In the 23 races run at Newcastle, Nottingham and Salisbury, the Blue Square and official SP were the same for 44 of the afternoon's 65 winners and placed horses.

The Blue Square return - which the firm conceded is framed with the help of the Betfair market - was bigger on 17 occasions, while the traditional SP beat its new rival four times.

Blue Square, who began producing their own shows in 2006 and believe their SP will be a precursor to industry returns, yesterday announced the new product by carrying an image on their website of a gravestone bearing the words: "RIP: in loving memory of Racecourse Starting Prices 1850-2008."

After admitting that the success of their SP depended on the "confidence of punters", Blue Square spokesman George Primarolo said: "The majority of our returns will be the same as the official SP, but more will be slightly bigger than slightly shorter and, unless we take a large bet within ten seconds of the off, the Blue Square SP will be the same as the last Blue Square show price."

Responding to Blue Square's move, Coral spokesman David Stevens said: "We remain committed to the official SP system and have no doubt our customers value the transparency and independence offered by the on-course return."

A Starting Price Regulatory Commission representative said: "SPRC would be concerned at any potential confusion to punters faced with a bookmaker price presented as an 'SP' or 'starting price' but not being the official SP or starting price."