188BET has appointed Truly London to handle its £16m global advertising account as the online gaming company bids to become one of the UK’s leading sports bookmakers.
The appointment comes as the in-play football betting brand readies a £5m marketing campaign following recent deals to sponsor Premier League clubs Bolton Wanderers and Wigan Athletic.
188BET is currently relatively unknown outside Asia, which provides about 80% of its revenues, but has outlined an aggressive global strategy to become “one of the leading brands in all key sports betting markets”.
The Bolton and Wigan sponsorships deals, which both start next season, will provide increased exposure for the brand in the UK and Europe.
The Isle of Man-based firm joins a number of other online gambling firms who sponsor Premier League football clubs including Tottenham Hotspur sponsor Mansion and SBOBet, sponsor of West Ham.
Truly London will be tasked with creating campaigns to target men aged 25-44 and will also develop the firm’s web and micro sites.