LM Bookmaker
The official About Us page attributes the founding of LM Bookmaker to Lance Michael.
01 / ReadySetBet DOSSIER
The documented history.
A chronology of published milestones. Company statements, public records and research gaps are kept separate.
SoccerShop retail
The same company history dates the launch of the SoccerShop retail division to 2011.
Online platform
The operator places the launch of its online platform in 2015.
Public amendment notice
General Notice 783 in Mpumalanga Provincial Gazette 3935 records an intended amendment of the online trading name and URL.
ReadySetBet identity
The official company history dates the online rebrand to 2026. The historic soccershop.bet address now redirects to the new identity.
Why the name changed
The March 2026 gazette notice explains the proposed name change in unusually direct terms. The company considered SoccerShop too narrow and liable to be mistaken for a sports-equipment retailer. ReadySetBet was proposed as a broader online identity. The notice establishes an application and its stated reasons; it is not, by itself, evidence of the exact day the new website went live.
Company continuity
The current terms name Kalmia Trading 1085 (Pty) Ltd as the operator and identify the Mpumalanga Economic Regulator. The public licence reference is 9-2-1-09973. The business history describes eleven SoccerShop branches, allowing the retail name and the online name to be understood as different parts of the same published story.
Ambassadors and imagery
A person appearing in a campaign, a supplier’s game artwork or an image on the homepage is not automatically a contracted brand ambassador. No sufficiently clear primary ambassador announcement was established for this dossier. The founder named in the historical account is recorded in that specific historical capacity, without inventing a current celebrity roster.
Reading the record: this is a dated editorial account, not a continuously updated corporate registry. Unknown information is left unknown rather than inferred.