Sky Bet, BSkyB’s betting arm, is launching a TV advertising campaign to highlight the “rollercoaster” ride of betting on football. The campaign, created by Brothers and Sisters, breaks this week during football matches on Sky Sports.
The ads will show two men watching a football match on which one of them has placed a bet. It features the strapline: “It matters more when there’s money on it”.
Sky Bet’s head of social responsibility Lizzy Bell says the strapline is designed to emphasise that betting is part of the entertainment of watching a match. She adds: “Betting should never become more than the event itself but add to the enjoyment of it.”
Last month, BSkyB extended its online and interactive TV gaming portfolio with the launch of Sky Bingo.