STS signs Peter Schmeichel for ‘Bet with the leaders’ campaign

STS, Poland’s biggest betting operator, has signed up legendary goalkeeper Peter Schmeichel to drive its new ‘Bet with the leaders’ campaign.

The former Manchester United and Denmark stopper will serve as a global ambassador for the campaign, which also includes a refreshed logo and visual identity for STS.

It has been designed to drive the company’s international expansion through television, entertainment and digital platforms across all European countries in which STS operates. 

This includes the UK, Germany, Slovakia, Iceland, Luxembourg, Slovenia, Andorra, San Marino, Gibraltar, Malta and Latvia – countries that STS could target after securing a deal with BetConstruct for both sports betting and gaming content in February of this year.

Mateusz Juroszek, CEO of STS, said: “The global ambassador of our ‘Bet with the leaders’ campaign is Peter Schmeichel, 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. He took up the challenge of playing abroad, which turned out to be a path to numerous successes in the sports world. 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.”

STS already holds a 47% share in the Polish bookmaking market, with 80% of its revenues generated by online channels such as applications dedicated to Android and iOS, as well as the website and mobile version of the website.

However, it was inspired to expand outside of the country, the first Polish operator to do so, after seeing a near tenfold increase to revenues – from €70 to €600 million – in just six years.

STS is also the private entity providing the biggest backing to Polish domestic sport. It is the official sponsor of the Polish national football team, the main sponsor of Jagiellonia Białystok and the official bookmaker of Lech Poznań, Cracovia, Pogoń Szczecin, Korona Kielce, Górnik Zabrze, Zagłębie Lubin, Polska Liga Siatkówki, Anwil Włocławek, Asseco Resovia and PGE Vive Kielce as well as Futsal Ekstraklasa and KSW – an MMA organisation in Poland. STS is also involved in supporting eSports such as i.a. x-kom AGO. 

Schmeichel – last year’s SBC Awards co-host – enjoyed a trophy-laden eight year spell at Old Trafford from 1991-1999, and helped his native Denmark to unexpected success at the 1992 European Championships.