Sky Bet， in partnership with Grey London， has introduced a new brand platform called "For the Fans."

The "For the Fans" campaign hopes to disrupt conventional betting category norms by fostering a more meaningful connection with its audience.

Recognising that bettors fundamentally identify as fans of the sport， the initiative seeks to acknowledge the deep connection between supporters and their teams.

The campaign launch， conceptualised and executed by Grey London， emphasises the dedication of football fans， aiming to portray the authentic – and sometimes unconventional – aspects of being a football fan.

David Wigglesworth， ECD at Grey London， stated: “We believe football is at its best when fans are at their best，slots and when we put fans first， they’ll put us first. This philosophy has been at the heart of Sky Bet’s transformation from betting first to fan first.

“We have been lucky enough to create a deep partnership with Sky Bet as we aim to build a long-term platform for the next five-plus years. This new platform will shine through in a variety of ways outside of just ads.”

Leigh Peacock-Goodwin， Head of Brand and Sponsorship at Sky Bet， added: “Repositioning a brand that has been so successful always makes you think twice， but in a category that to your average customer seems to offer nothing different or distinctive， we knew we didn’t want to follow suit and needed to take a different stance; to move from a brand that’s for the bettor， to a brand that’s for the fan.”

Earlier this year， Sky Bet also teamed up with Incentive Games to introduce "Match 5" – a weekly football game that allows fans to engage with their favourite Premier League teams.