Bet365 hires new agency for media strategy shake-up

Bet365 has appointed a new media agency following a competitive pitch process launched in June 2026 and run through consultancy ID Comms.

Dentsu-owned Carat UK will take over with independent agency Republic of Media, bringing the curtain down on a 14-year relationship.

Earlier this year, the agency brokered Bet365’s sponsorship of Sky’s Premier League coverage, which saw the broadcaster expand its deal from two to six packages as major brands view a sliced of the on- and off-pitch action.

Bet365’s deal covers both pre- and post-match coverage.

According to industry tracker COMvergence, Bet365 spends nearly £44.5m on media in the UK; Newcastle-based Drummond Central handles the advertising account in the UK and Europe.

Bet365 manages its CRM activity in-house, supported by third-party marketing technology platform Optimove, which was appointed in 2022. Unlike its media planning and creative accounts, the operator does not outsource its CRM operations to a traditional creative or marketing agency.

Rather than acting as a service agency, Optimove provides the customer data platform and AI-driven orchestration software that Bet365’s internal marketing teams use to segment players, automate multi-channel journeys, and test campaigns at scale.

Led by chief customer experience officer Patrick Duffy, the internal team handles strategy, player lifecycle management, VIP engagement, and campaign delivery across email, push notifications, SMS, and in-app messaging.

Bet365’s most recent campaign was launched in August 2026, comprising the “We Know Betting” global brand positioning alongside the “Reasons” campaign for the 2026/27 Premier League season.

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