Polish bookmaker STS has revealed a new marketing campaign focusing on the emotional attachment fans feel towards sports, “I Love Sport. I Bet Smart.”
The ‘360 campaign’ places a particular emphasis on ‘smart betting’ and is based on the pillars of image-building, sponsors and product spots, based on the principle that every sports follower has an emotional connection to a favourite team or player.
Instead of betting based on emotion, STS aims to encourage its new and potential customers to instead wager based on ‘wisdom and prudence’ to achieve ‘the best possible results’.
Paweł Rabantek, Chief Marketing Officer at STS Group, said: “Over the past years, we have successfully demonstrated that with sports knowledge and the right tools provided by STS, you are ready to win.
“We are now going one step further. In our latest campaign, we are presenting bettors as people who love sport. And at the same time, they know that in order to win, you shouldn’t be driven solely by emotions.”
Due to commence on 24 August and created by the Pomysły agency, the campaign will be distributed across television, video-on-demand and ‘the major online portals’, including social media channels.
STS has planned 30-second and 15-second online advertising spots and display formats and social media and in-venue – both at betting centres and the sports-stadiums of STS-sponsored teams – to promote its ‘smart betting’ message.
“The love of sport and smart betting complement each other,” Rabantek continued. “ We are showing that rational thinking in sport is just as important as in everyday life. That is why we are encouraging sports fans to bet smart and prudently.”
Poland’s leading bookmaker both in terms of revenue and market share, STS is due to be integrated into Entain’s portfolio of European betting and gaming brands this month after acquisition terms were agreed in June.
Undertaken by Entain’s Central and Eastern Europe (CEE) venture Entain CEE, the £750m takeover will see STS sit alongside other established bookmakers Ladbrokes, Coral and bwin as some of the FTSE100 group’s flagship European brands.
As well as acquiring substantial market share in POland, STS has built up extensive visibility in the country via marketing and sports sponsorship activities, recently entering into agreements with Korona Kielce and GKS GieKSa Katowice S.A.