Bet365 debuts ‘Breaking News’ campaign ahead of new Premier League season 

Bet365 has debuted its ‘Breaking News’ campaign for the 2024-25 Premier League season as the online giant continues to leverage the ‘Never Ordinary’ global brand marketing that launched last year.

Airing prior to the opening Premier League fixture on Friday, 16 August, between Manchester United and Fulham, the ad is centred around “freakish sporting moments” happening at the same time across multiple sports.

In the 60-second short, two news presenters announce breaking news starting with a surprise contender in a marathon.

Footage is then shown of a runner, wearing a fridge on his back, catching up to the leading pack.

A woman in her kitchen is then seen watching the news show, only for the male presenter to interrupt and say “Something remarkable has just happened” in a football match.

A player is then seen scoring a volley while hanging from the spider cam. 

This trend continues, with athletes achieving outlandish feats, including cyclists riding through a shopping centre, a female tennis player returning a shot from “row six” and a Formula 1 driver winning a race despite crashing and all his wheels falling off.

Though the fridge runner falls towards the end of the race, the ad continues with an ice hockey player scoring a goal after completing a 360-degree shot in mid-air.

The ad ends with the female news reporter looking at her phone and realising the runner is going to win, as onlookers in the news studio watch on as the he crosses the finish line in first place.

As everyone celebrates, the voiceover says: “Whatever the moment, it’s never ordinary at bet365.” 

The ad finishes with a green screen displaying the bet365 logo and ‘Never Ordinary’ title, as well as several responsible gambling messages including a 24/7 helping and the TalkBanStop website.

The operator said the ad was filmed on location and in-studio, with the shoot lasting 21 days.

The spot was directed by Academy’s Jack Driscoll, produced by Tom Cartwright and was created in partnership with Drummond Central, the agency that first launched the ‘Never Ordinary’ campaign last August. 

The ‘Breaking News’ campaign will be showcased in multiple countries, including the US, Australia and other European markets, and will be seen across TV, audio, print, digital and on demand.

Chloe Shrubb, bet365 global head of brand marketing, said: “Bet365 is back with Never Ordinary, and this year, the challenge is even greater. 

“We’ve got a hard act to follow from last year’s successful campaign and it’s only the second year of a very different and evolving direction for bet365. 

“I’m really excited about this creative, it’s a beautifully simple idea that really articulates how bet365 elevates moments. We are absolutely unique, standout and we’re Never Ordinary.”

Kevin Lynn, creative director at Drummond Central, added: “Part of the brief for this year’s campaign was simple, make it a blockbuster, and that’s what we did. 

“We needed a creative execution to showcase incredible sporting moments happening all around the world, and what better way to do it than with our very own news channel? 

“Wild moment after wild moment brought to you as they happen, which perfectly encapsulates that whatever the moment, it’s Never Ordinary at bet365.”

The launch of the new ad comes as bet365 is set to be named as a sponsor of the UEFA Champions League.

The firm’s branding was seen across perimeter LED boarding during the UEFA Super Cup last Wednesday, 14 August, between Real Madrid and Atalanta.

The deal was first reported by Sport Business in January, with bet365 named as the first-ever betting brand to sponsor the premier European club cup competition.

The deal is expected to last for three years and is rumoured to be worth around £50m a season.