By John Glenday | Reporter

August 5, 2022 | 2 min read

William Hill has launched an all-singing, all-dancing integrated football campaign that pulls out all the stops to woo fans with a reprise of the terrace anthem Sweet Caroline.

Set on hallowed ground at Queens Park Rangers’ Loftus Road stadium, ‘Epic’ calls on the talents of former England star Jermaine Jenas to position the betting brand at the heart of football culture.

Charlotte Emery, chief brand officer at William Hill, said: “We want to be famous for football. And with the unprecedented football season ahead, featuring the first ever winter World Cup, and the huge growth in women’s football thanks to the success of the Women’s Euros in England, we’ve got new opportunities and unchartered waters.

“Our new integrated 360 campaign Epic transcends borders and is tailored for each of our international territories. We believe Epic will help us demonstrate our passion for football to our current and potential customers – and help them understand our outstanding value proposition in the football space.“

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

The TV spectacular is just one strand of a broader initiative to win over fans to the idea of a flutter by sparking conversations across social, digital and in-store channels.

Jenas recently starred in a Euro 2022 Heineken spot tackling gender bias and stereotypes in football.

Modern Marketing Brand

More from Modern Marketing

View all