UK-based sports betting empire bet365 has
launched a new ad campaign to promote its continuing expansion in North America.
The campaign was developed by WPP’s VML, which won the company’s US and Canada
AOR duties late last year.
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Called “Winning is Everything,” the work introduces a refreshed creative direction, visual identity and tagline
aimed at the passionate and knowledgeable sports and casino fans.
The campaign launch is timed to bet365’s recent announcement that it has become
the Official Sports Betting Partner of UFC (Ultimate Fighting Championship) in North America.
The campaign will debut during the national broadcast of UFC Fight
Night: Emmett Vs. Vallejos on Saturday, March 14 (8:00 PM EST) on Paramount.
According to the agency the new tagline, Winning Is
Everything, “celebrates the intensity and insight of the dedicated sports and casino fans, positioning bet365 as a leading destination for those who are serious about their
play.”
“It signifies our commitment to breaking through a cluttered marketplace and speaking directly to our core
consumers,” added Stephanie De Flora, US CMO at bet365.
The campaign will roll out across TV, digital, social media,
out-of-home advertising and audio channels, with a presence during major sporting events throughout the year.
In conjunction with the campaign, bet365 will feature a special
Early Payout Offer (EPO) for the upcoming NCAA college basketball tournament. During the first round, all pre-game bets will be paid out automatically if the selected team gains a 10-point
lead. For the remainder of the tournament, the offer will be triggered by a 15-point lead, regardless of the result. Additional offers will be available throughout the
tournament.
Bet365 established its US headquarters in Denver in the fall of 2024. Last year there were reports that the company was talking to
Wall Street firms about a partial sale or IPO but so far the privately-owned company has not revealed any plans along those lines.