Sports Illustrated Sportsbook

The Sportsbook by Sports People

    Challenge:

    When sports betting apps became legal in the fall of 2021, the airwaves were immediately flooded with ads featuring big deals and even bigger stars courtesy of the biggest casino brands out of Vegas. The focus was squarely on the glamor, the thrill, and the cash—not the love of the games—which for Sports Illustrated’s team of definitive sports people felt like a swing and a miss. 

    Solution:

    Get back to what sports betting is all about—the love of sports—by positioning SI Sportsbook as the only choice for real fans.