Bet365 Replaces Media Agency with Carat UK

Bet365 has handed its UK media planning and buying work to Carat UK, part of Dentsu. The decision ends a 14-year relationship with independent agency Republic of Media. The competitive process, which began in June, was managed by consultancy ID Comms.

The annual media spend in the UK domestic market is estimated at around £50 million. The date on which Carat will take over and the scope of its role have not yet been made public. Republic of Media had worked with Bet365 since 2012. The agency was responsible for buying advertising airtime around live sports broadcasts and handling broadcast sponsorships. Sky confirmed the agency's role in sponsoring Premier League pre-match and post-match coverage in the 2025/26 season.

The change follows a brand positioning project that Bet365 carried out with Drummond Central, its Newcastle-based creative partner. The "We Know Betting" brand, announced in August, replaced "Never Ordinary" as the platform. The first campaign, "Reasons", focused on the company's history as the most trusted online betting platform in the UK. The campaign ran across TV, audio, press, sponsorship, out-of-home and the company's own channels. Republic of Media handled the media planning and buying for this launch.

European football is a major part of Bet365's sponsorship portfolio. The company became the first official sports betting partner of the UEFA Champions League in 2024. The agreement runs until the end of the 2026/27 season. Bet365 is reportedly negotiating a contract worth more than £100 million for UC3, UEFA's new commercial rights package covering 2027-2031. The package includes the Champions League, Europa League, Conference League, UEFA Super Cup and Futsal Champions League finals. Separately, Kaizen Gaming's Betano became the official sponsor of UEFA Euro 2028 in October.