STS enlists Peter Schmeichel for new ad campaign

STS has launched a new multi-channel advertising campaign fronted by former Manchester United goalkeeper Peter Schmeichel.

The Polish bookmaker has also pledged to “refresh its visual identity” as part of the initiative, called ‘bet with the leaders’, which Schmeichel will lead in the operator’s European markets.

The partnership between STS and the Danish legend began in 2019, while the new promotions will be launched across television, social and digital platforms.

STS CEO Mateusz Juroszek said Schmeichel was the ideal ambassador as “an award-winning figure well known throughout the world”.

“The footballer with Polish roots is a perfect example of the fact that fortune favours the brave,” Juroszek said. “He took up the challenge of playing abroad, which turned out to be a path to numerous successes.

“This is incredibly close to our philosophy regarding the international expansion of STS. With this new campaign, we are upgrading our logo, which visually represents the fundamental values that, as a brand, we have inscribed in our DNA – modernity, dynamics and a strong and sporty character.

“We constantly put people who are passionate about sports at the centre of our attention, thus having enough skills to make good predictions,” he added.

STS opened a Malta office in May to aid its European expansion plans and launched in the UK in February on a BetConstruct product.