bet365 Launches “Winning is Everything” Brand Campaign Across the U.S and Canada

“Winning is Everything”, a milestone brand campaign for bet365, the world’s leading online sports betting company, launches today. The work, created by bet365’s new agency of record, VML, introduces a fresh visual identity, tagline, and creative direction that highlight bet365’s presence as a trusted, premier sportsbook with a global reputation. This new look and vision marks a strategic evolution for bet365 as it launches into new markets and scales its brand nationally.

Tied to the platform's latest long-term partnership with UFC as its Official Sports Betting Partner across North America, the campaign, overseen by dentsu x, reinforces bet365’s presence across the broader sports ecosystem. It can be seen during UFC Fight Night: EMMETT vs. VALLEJOS on Saturday, March 14 at 8:00 PM ET.

“Winning Is Everything”, bet365’s new tagline and theme celebrates the intensity, knowledge, and passion of sports fans and the bet365 community, reinforcing the brand as a premium, fan-first sportsbook built for those who take their sports seriously.

'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.

Stephanie De Flora

Chief Marketing Officer, bet365

The new brand platform gives voice to that mindset, positioning bet365 as the place where bettors are treated like they know what they’re doing, with real control and respect. The campaign is directed by Jody Hill, collaborator of Eastbound & Down and The Righteous Gemstones, whose signature character-driven storytelling brings a sharp, irreverent edge to the brand campaign.

‘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.

Glen Scott

Chief Creative Officer, VML Seattle

The campaign will roll out across multiple mediums, including local broadcast connected TV, digital, social, OOH, and audio.It will debut to UFC fans, continue through March Madness, and transcend throughout major sports moments throughout the year. Content throughout all platforms will emphasize bet365’s premium customer experience, as well as its high standards of responsible gaming and regulatory compliance.

Ahead of March Madness, to enhance the live betting experience, bet365 will introduce a special Early Payout Offer (EPO) for the tournament. During the first round, customers will receive an automatic early payout if their selected team takes a 10-point lead at any time in the game. For the remainder of the tournament, an early payout will be triggered when a customer’s team goes up by 15 points – regardless of the final result.

VML was awarded a three-year contract as bet365’s first creative AOR in the U.S. and Canada in late 2025. The decision to partner with VML followed a competitive pitch process managed by ID Comms and comes at a pivotal moment for bet365, as the brand looks to build on the momentum of its Missouri state launch in December and accelerate its North America expansion in the U.S. and Canada in 2026. bet365, a global leader in online sports betting and gaming, has long been recognized for its innovative approach to delivering a superior sports betting experience. VML’s appointment marks the first time bet365 has engaged an AOR to represent its business in North America. bet365’s agency roster also includes dentsu X, Drummond UK (creative in Europe) and BerlinRosen (PR).