New Fans Platform
Top UK sports betting provider Sky Bet has launched a new platform with Grey London titled ‘For the Fans’.
The platform aims to engage with sports bettors on a more meaningful level, focusing on the entire sports experience, not just betting.
Deeper Connections
The idea of ‘For the Fans’ is to disrupt conventional betting and create a deeper connection with its audience. It aims to do this by acknowledging the relationships sports bettors have with their teams and sports, emphasising fan culture and the dedication of fans, especially in football.
The new platform will officially launch with a series of ads that will run on TV and social media. In these adverts, individual fans will be highlighted, focusing on their quirks, superstitions, and the ups and downs of supporting a football team.
Sky Bet has said that this new platform will help provide the best possible experience for sports bettors and fans.
New Direction
The announcement comes as the first major brand move since Sky Bet partnered up with advertising company Grey London last month. The company’s branding and advertising were previously controlled by Who Wot Why, with the change of agency marking the start of a new era for the popular operator.
Grey London’s job will now be to develop a new long-term strategic approach to marketing and to help decide the future direction of the business. Speaking about the deal, Leigh Peacock-Goodwin, Sky Bet’s Head of Brand Marketing, said that they believe Grey London is the perfect company to help them chart a new, exciting stage in their journey.
Sky Bet said that the current betting market is saturated with the same offers and betting tropes, stating that to stand out, a company needs to take fresh approaches. It emphasises the importance of recognising sports bettors as sports fans and not just bettors, stating that the new platform is the perfect example of this exciting direction.
