The North American sports betting industry is growing up, and challenger Bet365 is putting its chips on building a strong brand to stand out.
Late last year, the global sports betting giant selected the WPP network as its first creative agency of record in the United States and Canada. VML beat out four other agencies for the three year contract in an eight-week review, managed by consultancy ID Comms.
Their first campaign together, “Winning Is Everything,” launched three months later.
With a multi-year UFC partnership and expansion into more U.S. states ahead of NFL season, Bet365 realized it needed a dedicated partner to build its brand in the U.S., said CMO Stephanie De Flora. She described Bet365 as a “challenger brand,” fighting for awareness against more entrenched players like FanDuel and DraftKings.
“Our ambition is to be on that podium with our bigger competitors,” De Flora said.
As creative partner, VML is dipping its toe into a booming industry. Sports betting generated nearly $17 billion in revenue in the U.S. in 2025, a nearly 23% jump year-over-year, according to the American Gaming Association. Total commercial gaming hit a record $78.72 billion in 2025.
With sports betting now legal in 40 states and Washington D.C., and 32 of those offering mobile or online wagering, the growth potential is only continuing to expand.
COMvergence estimates Bet365’s 2025 U.S. media spend at $70 million.
Winning is Everything
According to an AGA-commissioned Nielsen study, gambling ad spend fell 15% year-over-year in 2024, and sports betting ad volume has dropped 27% from its 2021 peak. It’s a sign that land-grab is over and the category is consolidating, said Glen Scott, chief creative officer of VML Seattle, who led the agency’s pitch.
“The audience has been saturated,” Scott said.
The broader competitive picture is also shifting, as prediction markets like Polymarket are blurring the line between sports betting and financial speculation. De Flora acknowledged these players as competitors.
To stand out, Bet365 and VML are moving away from category tropes like celebrity spokespeople and free sign-up offers.
