VML Launches bet365's First North American Campaign

VML created bet365's first North American campaign, "Winning is Everything," marking the betting platform's re-entry into US and Canadian markets.

The campaign launched in early 2026. Dustin Evans, a marketing leader at bet365, confirmed VML as the creative agency in a LinkedIn post dated April 3, 2026. He credited the team with executing the work in what he described as record time.

The campaign represents bet365's renewed push into North America. The brand previously operated in these markets before regulatory changes forced a withdrawal. "Winning is Everything" positions bet365 as it re-establishes its presence across US and Canadian betting markets.

VML handled creative development and execution. The holding company agency worked directly with bet365's internal marketing team on the North American launch strategy.

The sports betting market has expanded since bet365's earlier presence in the region. Multiple states have legalized online betting since 2018. The brand now re-enters a landscape dominated by DraftKings, FanDuel, and BetMGM.

bet365 operates in 200+ countries globally. The company generates over $3 billion in annual revenue. North America represents one of the fastest-growing sports betting markets worldwide.

VML is part of WPP. The agency formed in 2023 through the merger of VMLY&R and Wunderman Thompson. It maintains offices across North America and employs approximately 30,000 people globally.

The campaign details remain undisclosed: media spend, channel mix, creative specifics. Evans's post focused on execution speed and team collaboration rather than campaign scope.