SBC News Voice of the Sports Betting Industry
StanleyBet Group has celebrated 65-years since establishing its business by restyling its heritage brand, to be used across all active divisions and markets.
The firm, which started as a sole bookmaker in 1958, has undertaken a modification of its brand with the inclusion of new colours to honour historical events.
StanleyBet’s operational history has seen the firm manage Europe’s largest retail network spanning the UK, Denmark, Cyprus, Italy, Belgium and Romania.
Giovanni Garrisi, CEO of the Group, said: “Since we first considered the rebranding, the goal has been to continue to embody the Group’s core values – Strength, Dynamism and Balance – while responding to the changes in the industry and, more generally, to new styles and trends used to convey a message.”
StanleyBet gears up for a transformative 2023, in which it has settled terms to end its decade-long Italian licensing dispute and will further enter the Spanish gambling market launching its first retail properties in Andalusia.
Leading the rebrand, Ivan Fantasia, Head of Brand, Marketing & Communications, said: “My team and I evaluated various options, ranging from more cautious choices to more audacious ones. We ultimately decided to carefully restyle the brand that was already in use, with a final outcome that less accustomed eyes might not even detect initially.
“The token will stand in for the actual change. The diagonal ‘cut’ that divides the token symbolises the balance between tradition and innovation. The slope of that cut has now been set at 18 degrees, along with the slope of the Stanleybet trademark letters. In addition to redefining visual equilibrium, the number 18° also has significant symbolic resonance, both in terms of the gambling’s age restriction and the positive connotations it has in other numerologies, such as strength, luck, and prosperity.”
“Additionally, the colour of the small section of the token – and with it, occasionally, also the background of the logo itself – will adopt a theme or different colours on our social media channels, which will be dedicated to the celebration of an event of historic significance, whether it be sporting, cultural, or customary.”
