VML Lands bet365 North American Creative AOR, Launches 'Winning Is Everything'

VML won the bet365 creative account for North America and launched the sports betting platform's first regional campaign under the appointment.

The agency created 'Winning Is Everything,' a campaign positioning bet365 for what VML calls "serious sports fans." The work marks bet365's first creative agency of record relationship in the North American market.

Lisa Bridgers, VML's Chief Client Officer, announced the win and campaign launch on LinkedIn March 22. The timing aligns with peak sports betting season: March Madness brackets, NBA playoff positioning, and MLB season opening.

bet365 operates one of the world's largest online sports betting platforms. The brand competes in a crowded North American market against DraftKings, FanDuel, and BetMGM. All three have established creative partnerships and significant media spend.

VML is the WPP-owned agency formed from the 2023 merger of VMLY&R and Wunderman Thompson. The combined entity operates as one of the network's largest agencies by headcount and reported billings.

The bet365 appointment gives VML a sports betting client as the category continues double-digit growth. North American sports betting revenue hit $11.4 billion in 2024, according to the American Gaming Association.

No pitch details or incumbent agency information were disclosed in the announcement. The 'Winning Is Everything' campaign creative and media strategy details remain unreleased.