bet365 debuts new, inaugural campaign with VML for the most passionate sports fans who like to celebrate the wins

NEW YORK--(BUSINESS WIRE)--Mar. 13, 2026-- bet365, a global leader in online sports betting, today announced the launch of its new North American brand campaign, “Winning is Everything.” The work, created in partnership by bet365’s new U.S. and Canada agency of record, VML, introduces a refreshed creative direction, visual identity and tagline aimed at the passionate and knowledgeable sports and casino fans.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260313126867/en/

This brand evolution marks a significant milestone for bet365, following the establishment of its North American headquarters in Denver and its continued expansion into new markets. The campaign launch aligns with bet365’s long-term partnership as the Official Sports Betting Partner of UFC in North America.

The campaign will debut during the national broadcast of UFC Fight Night: EMMETT vs. VALLEJOS on Saturday, March 14, at 8:00 p.m. ET on Paramount+, reinforcing bet365's presence within the premier sports ecosystem.

The new tagline and theme, “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.

“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,” stated Stephanie De Flora, Chief Marketing Officer, USA at bet365. “It signifies our commitment to breaking through a cluttered marketplace and speaking directly to our core consumers.”

“‘Winning is Everything’ is more than a line—it’s the inner voice of the serious sports fan finally getting spoken out loud,” said Glen Scott, Chief Creative Officer, VML Seattle. “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.”

The campaign will roll out across TV, digital, social media, out-of-home advertising and audio channels, with a significant presence during major sporting events throughout the year. All content will highlight bet365’s superior customer experience and its unwavering commitment to responsible gaming and regulatory compliance.

In conjunction with the campaign, bet365 will feature a special Early Payout Offer (EPO) for the upcoming 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 final result. Additional offers will be available throughout the tournament.

About bet365

At bet365, Winning is Everything. No participation trophies. No speeches. That’s why bet365 exists. Founded in 2000 and trusted by millions of players worldwide.

bet365 is committed to promoting safer gambling and providing tools to help customers stay in control, like spend and session limits. All tools are integrated directly into the bet365 app to make it easy to monitor play. Learn more at https://responsiblegaming.md.bet365.com/us.

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About VML

VML is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and human first, award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, as a Leader among Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 26,000 talented people across 55+ markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.

VML is a WPP agency (NYSE: WPP). For more information, please visit www.vml.com, and follow along on Instagram, LinkedIn, and X.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260313126867/en/

bet365 Media Contact
bet365@berlinrosen.com

VML Media Contact
Rebecca Sullivan
Rebecca.Sullivan@vml.com | 617-501-4010

Source: bet365