Sky Bet signs-up M&C Saatchi for pre-season push
Alderney-licensed operator appoints ad agency M&C Saatchi to lead new sponsorship campaign
Sky Betting & Gaming has appointed ad agency M&C Saatchi Sport & Entertainment to develop a new campaign aimed at promoting the operator’s headline partnership with England’s Football League.
The deal will see the London-based agency work on a creative campaign targeting Football League supporters, to demonstrate the operator’s commitment to “putting money back into the game”.
Speaking with eGaming Review this morning, Sky Bet managing director Richard Flint said the campaign was still in its early development phase but would be launched in time for the start of the new season.
Sky Bet signed a five-year agreement to become title sponsor of all three Football League divisions just two weeks before the start of the 2013-14 season, which left the operator little lead time to work on a marketing campaign.
“The coming together of Sky Bet and the Football League gives us the perfect opportunity to engage with millions of football fans spanning 72 communities,” Rob Painter, Sky Bet’s marking director, said.
“We feel that the addition of M&C Saatchi Sport & Entertainment will help us achieve this goal in a truly compelling way,” Painter added.
The news follows last month’s appointment of mcgarrybowen as the operator’s lead strategic and creative agency following a three-way pitch with Brothers and Sisters and FCB Inferno in April.
According to data company Nielsen, Sky Bet has an annual media advertising spend of over £17m.