Sky Bet is set to kick off a new long term brand platform in a bid to shift its focus away from betting and instead prioritise what it calls the ‘modern fan experience’.
Created in partnership with agency Grey London, ‘For the Fans’ will mark a strategic shift for the betting firm as it looks to demonstrate its commitment to putting the football fan at the centre of its operations.
Launch executions will be focused around the unwavering commitment that fans make for the sport and teams that they love, echoing Sky Bet’s own commitment as lead sponsor of the English Football League for over a decade.
“ We believe football is at its best when fans are at their best, and when we put fans first, they’ll put us first. This philosophy has been at the heart of our Sky Bet’s transformation from betting first to fan first,” Grey London ECD, David Wigglesworth said.
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“We have been lucky enough to create a deep partnership with Sky Bet as we aim to build a long term platform for the next five plus years. This new platform will shine through in a variety of ways outside of just ads. Through match-day activations, new product innovations that give fans more control, unrivaled content partnerships such as The Overlap with Gary Neville, and the League of 72.”
The new creative looks to go beyond betting stereotypes, as sports bettors are often fans of the sport they are betting on – and do not identify as gamblers.
Sky Bet head of brand and sponsorship, Leigh Peacock-Goodwin added: “Repositioning a brand that has been so successful always makes you think twice, but in a category that to your average customer seems to offer nothing different, or distinctive, we knew we didn’t want to follow suit and needed to take a different stance; to move from a brand that’s for the better, to a brand that’s for the fan.
“With our heritage in sport, our continued partnership with the EFL, now into its 11th year, and our various other initiatives like our Building Foundations Community fund, we’re well placed to understand what it’s like to be a fan. This is the start of a major shift for us as a business, and we’re all fully behind it.”
