Bet365 Appoints Carat UK to UK Media Account Ending 14-Year Republic of Media Partnership
Bet365 appointed Carat UK for its UK media account valued at £50m annually, ending a 14-year tie with Republic of Media after a June review. The move aligns with a new "We Know Betting" campaign and ongoing UEFA Champions League sponsorship through 2026/27. It coincides with a 2027 betting duty rise from 15% to 25%.
SCCG Take — The agency change positions Bet365 to contain marketing costs as the duty increase compresses margins. Operators must align media and sponsorship budgets with verified performance metrics before the April 2027 deadline.
Bet365 has appointed Carat UK to handle its UK media planning and buying account. The appointment ends a 14-year relationship with independent agency Republic of Media.
The decision concludes a competitive review launched in June and managed by pitch consultancy ID Comms. Carat UK, which is Dentsu-owned, assumes an account with estimated yearly UK home market media expenditure of £50m. Handover timing and full responsibilities remain undisclosed.
Republic of Media had managed airtime purchases around live sport and broadcast sponsorship negotiations since 2012. The agency supported Bet365 sponsorship of pre- and post-match Premier League coverage for the 2025/26 season. The switch follows Bet365's revision of its advertising positioning with creative partner Drummond Central.
The operator launched the “We Know Betting” platform in August ahead of the Premier League season. It replaced the prior “Never Ordinary” platform. The opening campaign focused on Bet365 heritage as the UK’s most trusted online betting platform. Republic of Media handled UK media planning and buying for that launch. Activity spanned broadcast, audio, print, sponsorship, outdoor advertising and owned channels.
Sustaining Football Sponsorships
Bet365 became the UEFA Champions League’s first official sports betting partner in 2024, under an agreement running until the end of the 2026/27 season. The partnership provides exposure across perimeter advertising, media backdrops and UEFA’s digital channels, alongside ticket giveaways for supporters. Attention is now turning to UEFA’s next commercial cycle named UC3. A new package is up for sale for UEFA’s premier club competition commercial rights, covering exclusive coverage for the period of 2027-to-2031. The proposed agreement spans the Champions League, Europa League, Conference League, UEFA Super Cup and UEFA Futsal Champions League finals. Bet365 is reportedly in negotiations for a contract believed to be above £100m in value.
Rising UK Betting Duties
The media appointment arrives as UK bookmakers prepare for higher remote betting duties. The rate rises from 15% to 25% on online bets from 1 April 2027, excluding UK horse racing. Bet365 accounts for the year ended 30 March 2025 showed group revenue at £4.04bn, up 9%. Operating profit fell from £365.7m to £217.4m, primarily due to aggressive expansion into US wagering states. Carat UK has previously led media for Diageo, Mondelez, Mastercard, Vodafone and Santander Bank.
As reported by SBC News, these shifts occur without disclosed changes to Bet365 European football sponsorship priorities.
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