Amaya names its sports betting agency

Boulder, Colorado-headquartered advertising and creative agency Crispin Porter + Bogusky has been engaged by Amaya to market the company’s new sports betting venture BetStars.

A member of publicly traded MDC Partners, the agency currently employs around 700 people and has offices in Coconut Grove, Florida, Los Angeles, California, London, England, Sao Paolo, Brazil, Gothenberg, Sweden, Copenhagen, Denmark, and Hong Kong, China

The marketing publication The Drum reports that the contract was awarded following a three-way pitch against other major agencies, and is believed to be worth an initial GBP 10 million.

CP+B has three and a half years of experience handling the betting category through its work with Paddy Power, which it parted from in March 2015 .

BetStars will launch in the UK and Europe within the next few weeks, with the promise of “game-changing category innovation”.

Chris Herd, global creative director at sister company PokerStars, says the wide experience of CP+B in sports book communications coupled with the Amaya-Pokerstars gaming pedigree should be a potent combination.

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