How Bet365’s new VML partnership signals a maturing betting market
Bet365 has appointed VML as its first-ever creative agency of record in the U.S. and Canada, a move that reflects a maturing North American sports betting market where brands are shifting from land-grab tactics to long-term brand building.
In an article by Audrey Kemp for Adweek, published on 24 March 2026, Kemp outlines how Bet365, facing intense competition from FanDuel and DraftKings, has chosen to invest in a strategic creative partner to boost its visibility and distinctiveness.
The piece highlights that the three-year deal followed an eight-week competitive review process.
This review was managed by ID Comms, underlining the consultancy’s role in structuring and stewarding high-stakes pitches in fast-growth categories like regulated gaming.
Kemp notes that Bet365’s media spend in the U.S. is estimated at around $70 million for 2025, a substantial investment that demands disciplined governance and a clear creative strategy.
By securing VML as creative AOR across both the U.S. and Canada, Bet365 is signalling that performance marketing alone is not enough in a category where ad saturation has already peaked.
The article also situates this appointment within a broader context of an industry that generated nearly $17 billion in sports betting revenue and over $78 billion in total commercial gaming revenue in 2025.
These figures show why global operators are rethinking how they show up, not just how much they spend.
From an ID Comms perspective, the story reinforces a consistent theme: advertisers that treat agency selection as a strategic business decision, not a quick transaction, are better placed to compete when categories consolidate and growth becomes harder to find.
Why creative differentiation now matters more than ad volume for sports books
Kemp’s article explains that gambling ad spend in the U.S. declined by 15% year over year in 2024, while sports betting ad volume fell 27% from its 2021 peak, a clear signal that the early land-grab phase is ending and a more sustainable, brand-led phase is beginning.
With audiences saturated and regulation tightening, simply shouting louder is no longer a winning play. Instead, Bet365’s new campaign with VML, "Winning Is Everything," leans into storytelling that feels grounded in real sports culture rather than short-term promotional hooks.
Viewers are placed in everyday scenes like cowboys around a campfire or fishermen in a diner, before a sports bettor steps in and reframes the moment. It is a confident pivot away from category clichés such as celebrity endorsements and aggressive sign-up bonuses.
The article also touches on how prediction markets like Polymarket are redefining the competitive set, blurring the line between sports betting and financial speculation.
This expanding landscape makes it even more important for operators to clarify who they are for, and what kind of experience they want to own.
In that context, the Bet365–VML partnership, brokered through an ID Comms-managed review, is a timely case study in using a disciplined pitch process to secure a partner capable of building a durable creative platform.
It is a reminder that the right agency relationship is an asset that compounds over time, especially when market noise is high but consumer attention is finite.
What CMOs and procurement can learn from the Bet365–VML–ID Comms model
Within the Adweek coverage, one detail stands out for media leaders: VML beat out four rival agencies in an eight-week pitch process, giving Bet365 a structured way to evaluate creative capability, category understanding and long-term fit.
That process, overseen by ID Comms, demonstrates how a well-designed RFP and transparent scoring model can help complex organisations move quickly without cutting corners on governance.
For CMOs, the lesson is that creative AOR decisions should be anchored in clear business ambition.
Bet365’s CMO, Stephanie De Flora, talks in the piece about wanting the brand to share the podium with larger competitors, and about needing a partner that could build its profile as sports betting legalises in more states.
For procurement, the case shows the value of partnering with a specialist consultancy that understands both commercial discipline and the nuances of creative performance. For CMOs, procurement directors and global heads of media, this is a practical example of how to balance speed, rigor and creativity in agency selection.
A structured review allows stakeholders to assess not just cost but also the strategic and cultural fit needed for a three-year relationship.
By supporting the Bet365 review, ID Comms helped the advertiser navigate a crowded agency market, benchmark proposals and arrive at a decision that aligns with long-term growth goals.
In short, the Bet365–VML story is a playbook for maturing categories where the next phase of growth will be won by brands that pair confident creative bets with disciplined, transparent decision-making.
You can read this full article on Adweek here: https://www.adweek.com/agencies/bet365-wagers-on-vml-as-creative-agency-of-record/
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