bet365 unveils exciting new global brand positioning and campaign
By Racing TV
Last Updated: Mon 24 Aug 2026
bet365 marked the return of the Premier League season with a brand new global positioning, brought to life by ‘Reasons’ – the supporting marketing campaign.
‘We Know Betting’ kicked off with a TV advert ahead of Arsenal vs Coventry on Friday evening, evolving from its previous brand platform, Never Ordinary, and celebrates more than 25 years at the forefront of digital betting for bet365.
Developed following extensive research with customers and teams across the business, ‘We Know Betting’ articulates what has long sat at the heart of bet365: decades of expertise built through continuous learning, innovation and refinement of the betting experience.
‘We Know Betting’ isn’t about asserting that we’re experts, it tells the story of how we put our expertise into action for the benefit of our customers, ensuring that they enjoy a better, simpler, more rewarding experience.
The story is far from over. We're always learning and improving. As bet365 and betting itself continue to grow and evolve, so will our expertise.
Introducing ‘Reasons’
Created in collaboration with Drummond Central, bet365’s strategic and creative partner, the‘Reasons’ ad campaign launched on Friday in the UK and Denmark, with Spain and Germany to follow in the coming weeks.
It’s a through the line campaign spanning owned channels, broadcast, audio, print, sponsorship and OOH. Directed by Jack Driscoll for Academy, produced by Tom Cartwright, the commercial was filmed in Prague in collaboration with Unit Sofa.
The advert was broadcasted on the 21st of August in the first game of the 26/27 Premier League with a special blipvert production to introduce viewers to the new concept ahead of the ad going to air for the first time. UK media buying and planning was carried out by our partners at Republic of Media.
The hero film combines bold visual depictions of these Reasons with emotive customer moments. Rather than simply stating We Know Betting, the creative shows it, bringing to life the knowledge, products and experiences behind the brand.
The campaign opens by reflecting on decades of refining the betting experience before moving into customer moments supported by numbered Reasons. The open-ended numbering reflects the scale of expertise and benefits built over more than two decades and still growing.
bet365’s Alex Sefton, Global Chief Marketing Officer, said: “At bet365, we’ve never been ones to stand still. ‘We Know Betting‘ reflects the 25 years we’ve spent perfecting what we do and, importantly, how we use that knowledge to create the best possible experience for our customers.
“‘Reasons’ is the first expression of ‘We Know Betting’, giving us a clear, confident platform to demonstrate rather than simply tell people why our expertise matters. It’s an exciting next chapter for bet365.”
Drummond Central Creative Director, Kevin Lynn, said: "We Know Betting is bet365 at its most confident, and ‘Reasons’ turns the camera on the brand itself and asks what's behind the experience. We wanted bet365’s expertise to feel tangible rather than abstract, so every reason earns its own moment on screen. It's a different kind of storytelling for bet365, but it's one that's backed up by 25 years of doing this better than anyone else."
The brand repositioning of ‘We Know Betting’ doesn’t stop at a television ad. Every touchpoint will bring our new concept to life, including but not limited to digital channels, our app, social media platforms, sponsorship and partnership assets, our customer communication and of course TV.
bet365 are also proud to incorporate responsible gambling into the new ‘We Know Betting’ creative platform. We will continue with our PLAY SAFE | bet365 campaign, and our responsible gambling message will be a central part of all ‘Reasons’ marketing.
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