Sky Bet recruits Roy Keane to promote ‘no nonsense’ betting app

Sky Bet has debuted its new TV spot for its existing ‘Betting Better nationwide campaign featuring former Manchester United and Republic of Ireland captain Roy Keane. 

The TV spot developed by London creative advertising agency Who Wot Why sees a ‘no nonsense’ Keane avoid a series of irritating obstacles on his way to a football match. 

Launched during this weekend’s FA Cup fixtures, the spot sees Keane promote Sky Bet as the “UK’s number 1 betting app, built for ease“. 

Ross Sewley, Head of Brand at Sky Bet commented – “No facepaint or football flags in sight. We wanted to demonstrate the scale of the UK’s number one betting app by showing off the beautiful game as realistically and authentically as possible.” 

Sky Bet has featured Betting Better as its flagship advertising campaign since 2015. 

The campaign was originally developed by former advertising agency Mcgarrybowen, promoting the Sky Bet’s headline sponsorship of the English Football League (EFL). 

In 2018, Sky Bet appointed Who Wot Why as its new creative advertising agency, tasked with refreshing the bookmaker’s image for football audiences by redeveloping its Betting Better campaign. 

Ben Walker, Who Wot Why co-founder, added: “Nothing should get in the way of enjoying sport and we welcome the addition of Roy Keane to the stable to tell that story. [He] is an absolute legend and we’re chuffed to be working with him. Nothing should get in the way of enjoying sport and I’m certainly not going to argue with him on that.”

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