bet365 unveils “Winning is Everything” North America campaign

• bet365 has launched its first major North American brand campaign, developed with new agency of record VML.
• The creative debuted during UFC Fight Night on Paramount+ on March 14, tying into bet365’s new UFC partnership.
• The campaign spans TV, digital, social, out-of-home, and audio, with a March Madness Early Payout Offer running alongside it.

bet365 has launched a North American brand campaign titled “Winning is Everything,” marking the British operator’s most significant marketing push since establishing its Denver headquarters.

The campaign was created with VML, bet365’s new US and Canada agency of record, and introduces a refreshed visual identity, creative direction, and tagline targeting serious sports and casino bettors.

VML won a three-year contract as bet365’s first ever creative AOR in the US and Canada, following a competitive pitch.

A first for North America

The appointment comes at what the company describes as a pivotal moment, as bet365 looks to build on the momentum of its Missouri state launch in December 2025 and accelerate its North American expansion in 2026.

The campaign debuted during the national broadcast of UFC Fight Night: EMMETT vs. VALLEJOS on Saturday, March 14, at 8:00 p.m. ET on Paramount+.

The timing is deliberate. Earlier this month, bet365 agreed a long-term partnership to become the Official Sports Betting Partner of UFC in the United States and Canada, replacing rival DraftKings.

Stephanie De Flora, Chief Marketing Officer USA at bet365, said:

“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. It signifies our commitment to breaking through a cluttered marketplace and speaking directly to our core consumers.”

Glen Scott, Chief Creative Officer at VML Seattle, said:

“‘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.”

Media and promotions

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.

Alongside the creative launch, bet365 has introduced a March Madness Early Payout Offer.

During the first round of the college basketball tournament, 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 is triggered by a 15-point lead, regardless of the final result.

In 2024, bet365 spent approximately $135m to open its US headquarters in Denver. The operator generated $5.46bn in revenue in FY2024-25, a 9% year-over-year increase.

Despite that revenue growth, profit before tax reached $470.5m, a 44% decline compared to the prior fiscal year, which bet365 attributed to costs associated with new market entries.

What comes next

The “Winning is Everything” push represents a direct bid to close the brand awareness gap with FanDuel and DraftKings, who have dominated US sports betting marketing since the market opened.

bet365 currently operates across 16 states, including Arizona, Colorado, Illinois, Indiana, Iowa, Kansas, Kentucky, Louisiana, Maryland, Missouri, New Jersey, North Carolina, Ohio, Pennsylvania, Tennessee, and Virginia.

With consistent national broadcast exposure through the UFC’s Paramount+ deal across an annual calendar of 43 events, bet365 has a scalable platform to build recognition across that footprint.

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