The most successful brands have
a strong sense of why they exist.
Sky Bet makes betting better.

But why?

It's because betting, when it's done right,
enhances our enjoyment of sport.

This thinking has helped take Sky Bet
out of the small complicated, shouty world
of betting and into the big beautiful
world of sport.



Move over bland horse racing ads,
Sky Bet's coming through.

Hosted by the inimitable Jim McGrath,
the idea pumps new blood into the
category and shows that racing truly
does get the heart racing.



Sky Sports Fantasy Football is an online game,
where you are the manager.

The resulting work was built
around the cultural insight of
'mind games",
that are used by Premier League
managers like Mourinho.

We broke the rules by showing
that football isn't won on the pitch,
it's won in the mind.

This thinking delivered huge cut through
and brought a 50% uplift in
players of the online game.

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