VML Wins bet365 Creative AOR, Launches 'Winning Is Everything' Campaign

VML landed bet365's first creative agency of record assignment in North America. The WPP shop launched a campaign called 'Winning Is Everything' that positions the sportsbook for what the brand calls 'serious bettors.'

The win marks bet365's first formalized creative AOR relationship in the region. The brand operates in 23 U.S. states and has run regional media partnerships, but this represents its first consolidated creative effort across North America.

VML's campaign centers on sports fans rather than celebrity endorsers. The 'Winning Is Everything' platform aims to differentiate bet365 in a market where competitors like FanDuel and DraftKings dominate advertising spend. bet365 holds roughly 4% of U.S. online sports betting market share, trailing the top three operators.

The account landed at VML, the WPP agency formed from the 2023 merger of VMLY&R and Wunderman Thompson. VML operates with approximately 30,000 employees across 60 markets.

bet365 operates its U.S. business from New Jersey and Colorado. The company runs its own technology platform, unlike competitors who license white-label solutions. The brand entered the U.S. market in 2019, later than DraftKings and FanDuel, which launched legal operations in 2018.

The timing coincides with March sports calendars: NCAA basketball tournaments and the start of Major League Baseball season. Sportsbook advertising typically spikes during high-volume betting periods.

VML will handle creative strategy and campaign development. Media buying responsibilities were not disclosed in the announcement.