The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Rileys Collective Sport

Rileys Sports Bar and Collective help make World Cup wagers official with Gentlemen’s Agreement site


By Ishbel Macleod | PR and social media consultant

June 12, 2014 | 2 min read

Sports bar Rileys and digital agency Collective are making pub bets more official in a new mobile-first website, which looks to record wagers and make sure the losing party pays up.

Launching just in time for the World Cup, the Gentlemen’s Agreement site is being promoted via NFC-enabled beer mats.

Collective London’s design director Stephen Barnes explained: “The Gentlemen’s Agreement was based on a valuable human insight (which, admittedly, was uncovered down the pub) that all too often bets are made with a heavy dose of bravado – a confidence that lives in the moment but peters out after another two pints. So people regularly renege on bets or later find that there’s disagreement about the terms.

“This insight created a ‘light bulb moment’: we need a digital tool to answer this genuine human need. We’re lucky in that being a digital agency we work in a ‘playground’ that allows us to experiment with these ideas. Although it started life as a fun agency project, we soon realised The Gentlemen’s Agreement would have a wide appeal and the end result should help smooth over those inevitable ‘bet gone bad’ moments that will rear their ugly heads during the World Cup.”

The app works by logged-in users entering the wager into a virtual ledger, with parties taking part being tagged via Facebook. Once all parties have accepted the wager, a Facebook post is generated declaring to their social circles that the bet is on.

Phil Collinson, sales manager at Rileys Sports Bar, said: “When Collective approached us with this idea it seemed to good be true because it gives us an opportunity to connect to the World Cup in a unique way. Collective is clearly a very innovative agency and we’re thrilled to be working with them on The Gentleman’s Agreement launch.”

Although The Gentlemen’s Agreement will primarily appeal to men interested in sports-themed bets, it can also be used as a record for any type of wager.

Rileys Collective Sport

Content created with:


Find out more

More from Rileys

View all


Industry insights

View all
Add your own content +