Larger-than-Life Racegoers in Sportsbet’s New Campaign

Ben H / 16 October 2023

Sportsbet has turned to former AFL star, now TikTok celebrity, Dan Gorringe and race caller Matt Hill for its new series of ads focusing on the Spring Carnival and all the colourful characters that come along with it.

The sports betting operator collaborated with prominent Scoundrel director Matt Weston to create the campaign, trying to get a head start on competitors for the spring racing season. The series of light-hearted ads will air for a year across TV, radio, and digital.

Looking to Strike a Chord with Aussie Punters

Sportsbet executive creative director Rambo Goraya discussed the characters that feature in the ads, saying he could “personally relate to Craig “The Call Up King,” a lighting-fast punter that goes from no clothes to race course attire and then transforms to something more casual as he receives tickets for a gig. Goraya said that bettors enjoyed a laugh just as much as they enjoyed the sportsbook’s fast markets that “The Call Up King” is supposed to represent.

Jason Thatcher, who is a head of brand and advertising at Sportsbet, added that the betting operator was excited about “the humorous, Aussie nature” the series of ads portray. Thatcher said they wanted to shine a light on those larger-than-life “classic racegoers,” hoping Sportsbet’s new campaign could “strike a chord” with their customers with the same ease their customers used their products during the Spring Carnival.

TAB Tries to Move with the Times with its New Campaign

Sportsbet is not the only betting operator in Australia busy launching creative campaigns. Having rebranded a couple of months ago, TAB went all in on sports with its latest marketing operation, moving the focus away from gambling.

TAB chief customer officer, Jenni Barnett, spoke about the campaign, saying that bettors of all ages loved TAB, so to cater to all their customers they needed to “move with the times” and adapt their products to reflect what TAB was all about – all sports and not just racing, regardless of how much the bookmaker knew and loved racing.

Barnett added that they wanted to challenge the perception that TAB offered only betting on certain kinds of sports, and instead show punters the full array of sports events they could bet on.

So Many Excellent Competitors

Once upon a time Sportsbet was the reigning champion of online sports betting, however these days the company is far from considered the best, both Ladbrokes and Neds steadily gained traction to move up to the top while one of the newest betting sites in Australia the now infamous Betr has slowly been making waves in the industry gaining steady momentum to rise to the top.

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Ben H
Ben Harris is the Communications Manager for KRUZEY, an AFL expert, and writer. He has one daughter that he loves dearly and four children's books... [Read full bio]

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