VML Launches First bet365 Work Since Landing AOR

VML released "Winning Is Everything," its first major brand campaign for bet365 since securing the creative agency of record assignment for U.S. and Canada markets.

The campaign represents VML's first public work output following the AOR win. bet365, one of the world's largest online gambling operators, brought VML on to lead creative across North American markets: a geography where sports betting has rapidly expanded following state-level legalization.

VML operates as part of WPP, formed from the 2023 merger of VMLY&R and Wunderman Thompson. The shop runs global operations with approximately 30,000 employees across 60+ markets.

The "Winning Is Everything" campaign arrives during March Madness, the NCAA basketball tournament that generates the highest volume of sports betting activity outside the NFL season. bet365 competes directly with DraftKings, FanDuel, and BetMGM for U.S. market share in online sports betting.

VML's scope covers brand creative for bet365's U.S. and Canada operations. The company maintains separate agency relationships in other markets, including the U.K., where bet365 has operated since 2000.

bet365 reported £3.4 billion in revenue for fiscal year 2024, with North American expansion identified as a priority growth market. The brand holds active sports betting licenses in 10 U.S. states.

The campaign launch follows bet365's $250 million brand investment announced in Q4 2025, targeting increased awareness in markets where DraftKings and FanDuel currently dominate share of voice.