Product Update
Is Elite Competitions Still in Business? (2026 Update)
Is Elite Competitions from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Elite Competitions today.
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Elite Competitions walked into the Den pitching prize draws for cars and dream homes, and ran straight into a moral debate about whether the whole model was too close to gambling. The company survived that argument just fine. If you are checking whether it is still trading, the answer is yes.
The Short Answer
Elite Competitions is still in business. The company continues to run prize competitions, daily draws, instant wins and guaranteed live draws, from its Blackpool headquarters, and says it has now paid out prizes to more than 13 million winners.
This is a service business, sold through its own website and app rather than through retail, so there is nothing to check on Amazon. The place to look is the company's own platform, and that platform is still active.
The Pitch
Founders Alex Beckett and James Heaton brought Elite Competitions into the Den in Series 16, Episode 10. The pitch was built around interactive prize draws, entrants pay a small fee for a chance to win big ticket items like cars, holidays, and even homes.
They asked for £50,000 in exchange for 25 percent of the business. The pitch clearly worked on a commercial level, several Dragons were interested in the numbers, but it also opened up a genuine debate in the Den about whether a prize competition model built on paid entries sits too close to gambling for comfort.
The Deal and the Ethics Debate
Elite Competitions is one of the pitches remembered as much for the argument it triggered as for the money on the table. Some Dragons pushed back hard on the ethics of the model even while acknowledging it could clearly make money, and the investment that emerged from filming did not carry through cleanly into a completed deal once the moral concerns were weighed up properly.
Whatever the exact shape of the negotiation, the founders did not end up needing outside investment to keep growing. They built the business on their own steam from there, which is arguably a better outcome for a founder than a deal that stalls in due diligence.
Why It Kept Growing Without the Money
Prize competitions are a genuinely resilient business model when they are run properly and within the rules. Entry fees are small and the appeal is broad, the odds and terms are published, and the format has proven itself across dozens of UK operators over the years, not just this one.
Elite Competitions did not need a Dragon's cheque to prove the model worked, the appearance on national television did most of that work for free, putting the company in front of millions of potential entrants at once. That kind of exposure is worth more to a consumer business than a modest equity check, and the growth since suggests the founders knew it.
Where Things Stand Now
Elite Competitions pitched in Series 16, Episode 10, asking for £50,000 for 25 percent. The pitch triggered real debate among the Dragons about the ethics of the model, and the on-air interest did not turn into a completed, funded deal in the way some pitches do.
The company has clearly done fine without it. Today it runs a full slate of live draws and instant win competitions from Blackpool, with a stated track record of more than 13 million prize winners since launch. If you were wondering whether it survived, it not only survived, it grew.
Common Questions
Is Elite Competitions still running prize draws? Yes, the company continues to operate daily draws, instant wins and guaranteed live draws through its own site and app, based in Blackpool.
Did the Dragons actually invest in Elite Competitions? Offers were discussed on camera, but by most public accounts the ethical concerns raised in the Den meant the investment did not go on to complete in the way it appeared during filming.
Is a paid-entry prize competition the same as gambling? The company and similar operators in the UK structure their competitions to fall outside gambling regulation, typically by including a free postal entry route and a skill-based question, though the format has drawn debate, including from the Dragons themselves during this pitch.
How many people has Elite Competitions given prizes to? The company states it has paid out prizes to more than 13 million winners since it was founded.
Where to buy Elite Competitions
Still selling as of 24 May 2026. Check today's price and availability.
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See the full Elite Competitions deal breakdown and term sheet →
