BALLY BET
Bally Bet is an ambitious challenger brand operating in one of the most competitive categories in sport. Through partnerships across football, including Nottingham Forest Football Club, and wider sports properties, the opportunity was to build relevance with fans by creating entertainment led experiences that could drive attention, participation and long-term brand affinity beyond traditional betting marketing and broadening their appeal through football, beyond casino and iGaming comms.
SOCIAL VISUAL DIRECTION
OTG CONTENT CREATION
STRATEGY
VIDEO PRODUCTION
The Challenge
Sports betting is crowded with promotional messaging, offers and short-term acquisition tactics. The challenge was to help Bally Bet stand apart from competitors by creating a distinctive role within sports culture, building brand equity through fandom and entertainment rather than relying solely on transactional communications.
The Strategy
We developed a sports entertainment approach designed to position Bally Bet as a participant in fandom, not just a sponsor of it. By identifying the rituals, behaviours and cultural conversations that surround sport, we created campaign-led platforms that transformed sponsorship assets into stories fans wanted to engage with, share and be part of across social, PR and content.
The Result
Bally Bet showed up as a brand that understands sports culture rather than simply markets to sports fans. Entertainment-led storytelling created greater opportunities for engagement, participation and earned attention, establishing a scalable framework that strengthens brand relevance, differentiates the partnership and creates long-term value beyond betting activity.
River Roars Red
More than a campaign. A club story, told by it's fans
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When Bally’s Intralot partnered with Nottingham Forest, we knew we had to find that authentic connection with the Forest fanbase. River Roars Red was our answer. Built around Forest's European fixture against Malmö, the club they beat in the 1979 European Cup Final, we invited fans to share their memories, then projected them onto the Brian Clough Stand on match night.
River Roars Red has been shortlisted for Best Brand Activation Involving Football at the Football Business Awards 2026.
SOCIAL VISUAL DIRECTION
OTG CONTENT CREATION
STRATEGY
VIDEO PRODUCTION
Bally Bet All-Stars
Could a squad of Sunday League veterans compete against a Nottingham Forest Legends XI at the world-famous City Ground?
Forest and Bally Bet teamed up to test the theory, bringing together a group of veteran players to take on Nottingham Forest legends.
Over 900 people signed up for the chance to be part of the Vets from across the East Midlands, with a hand-picked group of lifelong Forest fans selected for the once in a lifetime opportunity of taking to the hallowed City Ground pitch to take on their heroes.
SOCIAL VISUAL DIRECTION
OTG CONTENT CREATION
STRATEGY
VIDEO PRODUCTION
The work 50 Sport produced during our first season as a premier league sponsor, and our first year as a sportsbook, helped us earn a genuine place in sports and betting culture through entertainment-led storytelling rather than transactional marketing. That shift has transformed our approach to sponsorship, creative and social, enabling us to create work that resonates far beyond the rights we own and helped Bally Bet build a more distinctive presence in-market.
/ Gurps dHILLON, VP COMMERCIAL UK, Bally bet INTRALOT
Check Your Bally’s
Sport has the power to start conversations. Through Check Your Bally’s, alongside The OddBalls Foundation, the focus wasn’t just on visibility, but on normalising a conversation that still doesn’t happen enough.
Because the reality is, testicular cancer is one of the most common cancers in young men, and yet awareness and regular checking still aren’t where they should be. Bringing that message into a matchday environment changes the dynamic. It meets people where they are, strips away some of the awkwardness, and makes something serious feel accessible and easy to act on.
SOCIAL VISUAL DIRECTION
OTG CONTENT CREATION
STRATEGY
VIDEO PRODUCTION
