Sun Bets looks to take the UK sports betting scene by storm
Published on by Becky M.
Within British borders The Sun is considered an iconic publication, as the daily newspaper has stirred up countless spates of controversy over the years. Considering the publications widespread notoriety, it makes sense that they take the brand name into other markets. Sun Bets is a sports betting operator that carries a very distinct voice, which carries a similar tone to that of Paddy Power.
Similar To Paddy Power
Soon after launch comparisons with the famed Irish bookmaker were immediately made, it’s clear that Kate Bird (News UK’s Betting and Gaming Marketing Director) feels that the comparisons are fair, “Paddy’s brand values are to be mischievous, but that’s not where we sit. While tonally The Sun is very fun, there is still a real authority there as well because of the history of journalism at the paper.” She also said that goals of Sun Bets go beyond just being a Paddy Power alternate, “We’re not going to go into the market to try and compete with Paddy’s but tonally we are similar. Where we are definitely different from Paddy’s, and what Sky had with its powerhouse of broadcasting image, we are a powerhouse of publishing and the input of our editorial expertise will show a real difference.”
Tabcorp
Noted Australian gambling firm Tabcorp powers Sun Bets, with it hitting the ground running in pretty much every aspect. What is giving Sun Bets an edge over rival sites is the fact that they are incorporating betting operations into The Sun editorial operations. The Sun Bets team will be featured in daily editorial meetings at the paper, with Sun Bets products expected to be incorporated into the SunSport aspect of the paper. Speaking on the The Sun’s move into sports betting, David Robinson (The Sun Director of Betting and Gaming) said, “Good content fuels the betting opportunity, whether its sports or entertainment/novelty. We think this is an opportunity that has been waiting to happen for a number of years.”