Bet365 Appoints Carat UK to Lead Its Next Advertising Strategy
United Kingdom – 13 November 2026 – www.zonadeazar.com Bet365 has appointed Carat UK, part of international advertising group Dentsu, to manage its UK media planning and buying activities.
The decision ends a 14-year commercial relationship with Republic of Media and marks a new chapter in the British betting operator’s marketing strategy.
The account represents estimated annual UK media expenditure of £50 million, making the appointment a significant development within the advertising and sports betting sectors.
Carat UK Takes Over £50 Million Account
Carat UK was selected following a competitive review launched in June 2026 and managed by specialist consultancy ID Comms.
The agency will take responsibility for media planning and buying across Bet365’s British operations.
Carat belongs to Dentsu International, one of the leading international advertising and communications groups.
Its client portfolio has included Mastercard, Vodafone, Santander, Diageo and Mondelez.
The exact handover date and full scope of the agency’s responsibilities have not yet been publicly disclosed.
A 14-Year Partnership Comes to an End
Republic of Media had worked with Bet365 since 2012, building a long-standing relationship centred on sports advertising.
Its responsibilities included purchasing advertising around live sporting events and negotiating television sponsorship agreements.
The agency also supported Bet365’s Premier League advertising strategy, including sponsorship of Sky Sports’ pre-match and post-match coverage during the 2025/26 season.
The appointment of Carat represents a substantial reorganisation of the operator’s commercial advertising arrangements.
We Know Betting Introduces a New Brand Identity
The agency appointment follows a wider transformation of Bet365’s advertising positioning.
In August 2026, the company launched We Know Betting, a new brand platform developed alongside creative agency Drummond Central.
The initiative replaced its previous Never Ordinary positioning and began with the Reasons campaign ahead of the Premier League season.
The strategy focuses on highlighting the operator’s more than 25 years of experience in sports betting.
The campaign spans television, radio, print, outdoor advertising, sponsorship and owned digital channels.
Champions League Remains a Strategic Priority
Sports sponsorship continues to play a central role in Bet365’s commercial strategy.
In 2024, the company became the first official sports betting partner of the UEFA Champions League, signing an agreement running until the end of the 2026/27 season.
The partnership provides advertising exposure at stadiums, across broadcast assets and through UEFA’s digital platforms.
It also includes promotional initiatives for football supporters.
Bet365 aims to maintain its visibility across European football’s leading competitions.
Discussions Over New UEFA Agreement
UEFA is preparing a new commercial rights and sponsorship cycle covering 2027–2031, known as UC3.
The package encompasses competitions including:
- UEFA Champions League.
- UEFA Europa League.
- UEFA Conference League.
- UEFA Super Cup.
- UEFA Futsal Champions League finals.
According to market reports, Bet365 is in discussions over a potential agreement valued at more than £100 million.
No final agreement has been officially confirmed, and the terms remain subject to change.
Higher Taxes Create Budget Pressures
The advertising restructure comes as British betting operators prepare for increased taxation.
From 1 April 2027, the tax rate applicable to certain online betting activities will rise from 15% to 25%, excluding UK horse racing bets.
The change could increase pressure on operators’ marketing and sponsorship expenditure.
In its latest published financial year, ending in March 2025, Bet365 reported revenue of £4.04 billion, representing 9% growth.
However, operating profit declined from £365.7 million to £217.4 million, primarily reflecting investment associated with its expansion into the United States.
Industry Impact and Next Steps
Carat UK’s appointment provides Bet365 with an opportunity to reorganise its advertising investment amid increasing commercial and regulatory pressures.
The new agency will support the continued development of the We Know Betting identity while managing a substantial media account.
Meanwhile, the operator will continue evaluating its sponsorship agreements and presence across European football.
With estimated annual UK media expenditure of £50 million, Bet365 is entering a new phase with Carat UK while refining its commercial positioning and preparing its marketing strategy for regulatory changes scheduled for 2027.
Editó: @fonta
