bet365 Launches "Winning is Everything" Brand Campaign Across the U.S and Canada

Mar. 13, 2026

bet365, a global leader in online sports betting, today announced the launch of its new North American brand campaign, “Winning is Everything.”  The work, created in partnership by bet365’s new US and Canada agency of record, VML, introduces a refreshed creative direction, visual identity and tagline aimed at the passionate and knowledgeable sports and casino fans.

This brand evolution marks a significant milestone for bet365, following the establishment of its North American headquarters in Denver and its continued expansion into new markets. The campaign launch aligns with bet365’s long-term partnership as the Official Sports Betting Partner of UFC in North America.

The campaign will debut during the national broadcast of UFC Fight Night: EMMETT vs. VALLEJOS on Saturday, March 14, at 8:00 PM EST on Paramount, reinforcing bet365's presence within the premier sports ecosystem.

The new tagline and theme, “Winning Is Everything,” celebrates the intensity and insight of the dedicated sports and casino fans, positioning bet365 as a leading destination for those who are serious about their play.

Stephanie De Flora, Chief Marketing Officer – USA at bet365, stated:

“Passionate fans appreciate that ‘Winning is Everything’; possessing a deep understanding of the game, an edge or playing a hand while trusting their instincts. This campaign is engineered for that exact mindset. It signifies our commitment to breaking through a cluttered marketplace and speaking directly to our core consumers.”

 

Glen Scott, Chief Creative Officer, VML Seattle, said:

“‘Winning Is Everything’ is more than a line—it’s the inner voice of the serious sports fan finally getting spoken out loud. We wanted the work to feel like it was made for people who track the lines and take pride in seeing something others miss. With Jody Hill as the Director, his storytelling was a perfect match for the work, and together we’ve created a campaign that respects the craft of betting as much as it celebrates the thrill of winning.”

 

The campaign will roll out across TV, digital, social media, out-of-home advertising and audio channels, with a significant presence during major sporting events throughout the year. All content will highlight bet365’s superior customer experience and its unwavering commitment to responsible gaming and regulatory compliance.

In conjunction with the campaign, bet365 will feature a special Early Payout Offer (EPO) for the upcoming college basketball tournament. During the first round, all pre-game bets will be paid out automatically if the selected team gains a 10-point lead. For the remainder of the tournament, the offer will be triggered by a 15-point lead, regardless of the result. Additional offers will be available throughout the tournament.