bet365 taps VML for major brand push

VML has launched a new brand campaign for bet365, introducing a refreshed creative direction as the sportsbook expands its presence in North America.

The campaign, titled Winning Is Everything, marks the first major work from VML since being appointed as bet365’s creative agency of record in the U.S. and Canada. It coincides with the brand’s push into new markets and a broader effort to scale its identity across the region.

Campaign rollout linked to UFC partnership

The campaign aligns with bet365’s partnership with Ultimate Fighting Championship as its official sports betting partner in North America. Media planning and activation are handled by dentsu X, with placements during events such as UFC Fight Night: Emmett vs. Vallejos.

The rollout spans broadcast, connected TV, digital, social, out-of-home and audio channels, extending across major sporting moments including March Madness.

Creative direction reflects bettor mindset

The work introduces a new visual identity and brand platform centred on experienced sports bettors, positioning bet365 as a service designed for informed users.

Glen Scott, Chief Creative Officer, VML Seattle: "Winning Is Everything is more than a line—it’s the inner voice of the serious sports fan finally getting spoken out loud. We wanted the work to feel like it was made for people who track the lines and take pride in seeing something others miss. Jody Hill’s storytelling was a perfect match for the work, and together we’ve created a campaign that respects the craft of betting as much as it celebrates the thrill of winning."

The campaign is directed by Jody Hill, whose approach focuses on character-led storytelling to reflect the intensity and habits of dedicated sports audiences.

Supporting expansion in North America

The campaign supports bet365’s broader growth strategy across the U.S. and Canada, following recent market entries and ongoing expansion plans.

Stephanie De Flora, Chief Marketing Officer, bet365: "Winning is Everything marks a significant step in bet365’s strategy in the US and Canada as it expands to bring our world-class, trusted sports betting experience to one of the most passionate sports markets in the world. The bet365 experience and the bettor’s mindset is at the heart of our story, differentiating our brand’s product strength and distinctive betting experience."

As part of the campaign period, bet365 is also introducing promotional features tied to major sporting events, including early payout offers during the college basketball tournament.

Agency role expands with AOR appointment

VML secured a three-year contract as bet365’s first creative agency of record in North America following a competitive pitch process. The appointment expands the agency’s role in shaping the brand’s regional positioning and communications strategy.

The campaign reflects a broader effort by bet365 to establish a consistent identity in North America while leveraging partnerships, media investment and creative storytelling to engage sports audiences.

www.bet365.com

www.vml.com

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