Betway recruits No Fixed Address in Ontario sportsbook push
Super Group brand secures Toronto-based ad agency ahead of 2023 brand campaign
Betway has signed advertising agency No Fixed Address (NFA) as its agency of record (AOR) to develop marketing and advertising as it looks to gain influence and market share in Ontario.
NFA, which has offices in Toronto, Montreal, Chicago, and New York, was selected following a competitive review process and will handle the Super Group sports betting brand’s creative and public relations work in the Canadian province.
It is understood that the agency has started work on a campaign focused on showcasing Betway’s launch in Ontario and services provided to players, which will run across TV, digital, and out-of-home advertising.
Running alongside this, NFA’s public relations offshoot has been tasked with producing an influencer-led strategy in Ontario which aims to drive awareness of the Betway brand in the market.
A full brand-led advertising campaign will be launched by the firm in 2023.
NFA president Mark Carpenter welcomed Betway as the firm’s newest advertising partner, the first gambling brand to sign on with the agency.
“This is one of those rare opportunities to work in an extremely dynamic and highly competitive market category,” Carpenter said.
“We are very excited to address those opportunities and to grow together with Betway as their agency partner,” he added.
Betway was licensed by the Alcohol and Gaming Commission of Ontario (AGCO) in April 2022, just weeks after the launch of the regulated sports betting market on April 4.
The frenetic post-launch period has seen Toronto-headquartered sports betting and media brand theScore leading the way in terms of market share, just ahead of former gray market leader bet365.
FanDuel, PointsBet, BetMGM, and DraftKings have also successfully launched in the province.
NFA’s New York-based Mischief team was recently appointed by US market leader FanDuel as the creative agency of record on the firm’s igaming offering.