Based on the insight that bettors don’t identify as bettors but fundamentally see themselves as fans of sport, Sky Bet has launched a new fan-focused campaign.

Created with the help of Grey London, the new brand platform, ‘For the Fans’ focuses on the fan experience to put people at the heart of the betting. The campaign marks a shift in brand mindset that will echo through Sky Bet’s products, content and internal and external communications; where people and a love of sport come first.

The campaign aims to foster a deeper audience connection through demonstrating an understanding of what it means to be a fan. Embracing the highs, lows and bumpiness of the journey, ‘For the Fans’ celebrates all that it means to be committed to sport.

At the heart of the campaign, a hero film spotlights different football fans and the things they do out of dedication to their team. A blue supporter trims red flowers out of her garden. In the pub, a fan whose team is losing grapples with the idea of betting on a rival team. While outside, a man shouts for a dog named after his favourite team. Spotlighting the weird and wacky, and ultimately showcasing the joy they share in, the spot pays homage to all that it means to be a football fan.

Where often the betting market is oversaturated with offers and promises, Sky Bet is going against the category grain, putting audiences first and sharing in their journey.

Sky Bet has long been beside fans sponsoring the EFL for over a decade, creating innovative fan-centric products and fan-led content, and supporting local community initiatives.

“With our heritage in sport, our continued partnership with the EFL, now into its 11^th year, and our various other initiatives like our Building Foundations Community fund, we’re well placed to understand what it’s like to be a fan. This is the start of a major shift for us as a business, and we’re all fully behind it.” says Leigh Peacock-Goodwin, Head of Brand and Sponsorship at Sky Bet.

Shifting the spotlight onto the fans that make sport what it is, Sky Bet pays homage to fans everywhere, acknowledging their commitment and sharing in their love of sport.