Following a multi-year partnership formed with the Ultimate Fighting Championship (UFC) on March 5, bet365 will debut a new brand campaign – “Winning is Everything” – during the promotion’s live broadcast of UFC Fight Night on March 14.
The campaign was developed in partnership with bet365’s new US and Canada agency of record, VML, representing an inaugural collaboration between the two entities.
As part of the multi-year agreement between the UFC and bet365, the operator was named as the organization's official sports betting partner in North America.
Described as a “brand evolution,” bet365 will roll out the “Winning is Everything” campaign across the US and Canada, having recently established a North American headquarters in Colorado and continues expanding into new jurisdictions.
“Passionate fans appreciate that ‘Winning is Everything,’ possessing a deep understanding of the game, an edge or playing a hand while trusting their instincts. This campaign is engineered for that exact mindset,” bet365 US CMO Stephanie De Flora said.
“It signifies our commitment to breaking through a cluttered marketplace and speaking directly to our core consumers.”
The UFC Fight Night event on March 14 features a main event between Josh Emmett and Kevin Vallejos, while the brand campaign will air across television, digital, social media, out-of-home advertising and audio channels.
VML Seattle Chief Creative Officer Glen Scott also spoke on the campaign, having said, “‘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. With Jody Hill as the Director, his 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.”
Aligning with the campaign will also be an early payout offer from bet365 for the NCAA March Madness college basketball tournament, where all pre-game bets during the first round will be automatically paid out if the selected team takes a 10-point lead.
The offer extends to a 15-point lead for the remaining rounds of the tournament, while bet365 confirmed additional promotions will be made available for consumers in the weeks ahead.
Inspired Entertainment announced a multi-year extension of its virtual sports partnership with operator bet365 on March 9, strengthening a long-standing collaboration between the two entities
