British operator bet365 is continuing to raise brand awareness in North America through the launch of a new campaign geared toward bettors in the U.S. and Canada.
The sports betting and online casino company has debuted Winning is Everything, a new campaign that is being delivered across TV, digital, audio and social media channels in markets throughout North America. The campaign is part of a strategy deployed by bet365 that places a focus on expanding its reach in regulated markets across the country.
“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,” said bet355 U.S. Chief Marketing Officer Stephanie De Flora. “It signifies our commitment to breaking through a cluttered marketplace and speaking directly to our core consumers.
Bet365 teamed up with New York-based marketing and communications agency VML to create and deliver its new North American campaign. VML and bet365 collaborated to provide campaign marketing that is tailored specifically for either the U.S. or Canada.
bet365 is spreading its wings in North America
Bet365’s new campaign is part of a broader strategy to solidify the company’s footprint in the U.S. commercial gaming industry.
In 2024, the company spent approximately $135m to open a new U.S. headquarters in Denver. A year later, bet365 was awarded online sports betting licenses in Illinois, Maryland, Missouri, Kansas and Tennessee, adding to a portfolio of existing U.S. licenses.
The operator is broadening its reach in North America, but at a cost.
Bet365 generated $5.46bn in revenue in FY2024-25, a 9% increase year-over-year. Despite the full-year revenue uptick, the company’s profit before tax reached $470.5m during the period. The results were a 44% decline compared to the fiscal year prior. Its sports and gaming operating profit also took a hit, declining by 43% in FY2024-25 to $307.1m.
Bet365 attributed the declines to costs associated with new market entries. Its launch in new markets resulted in direct costs of $1.2bn, up from $927.8m for the year prior.
bet365 enlists the UFC to help promote campaign
Bet365 debuted its new marketing campaign during Paramount’s broadcast of UFC Fight Night on Saturday. The company delivered the new campaign with the help of the UFC after securing a deal with the mixed martial arts promotion earlier this month.
The multiyear partnership makes bet365 an official sports betting partner of the UFC. The deal encompasses every UFC event in the organization’s calendar, providing bet365 with access to the roughly 700 million fans the UFC has in markets around the world.
The UFC and bet365’s deal replaces a long-term partnership forged between the UFC and DraftKings. The UFC and DraftKings secured a deal in 2021 to make DraftKings the official sportsbook partner of the organization, with the pact including in-fight integrations.
Bet365 is now delivering in-fight integrations and sports betting marketing for the UFC.
