Company: Bet365 Group Ltd
Brand value: US$1,651 million
Headquarter city: Stoke-on-Trent
Year formed: 2000
Bet365 is an online gambling business offering sports betting, casino games and bingo rooms on the internet. The brand prides itself on innovation, and has a team of in-house developers working on new technology that sets the brand apart from competing betting services. Bet365 was the first UK brand to display live odds on sports events during half-time advertising breaks, and it claims to offer odds on more sports than anyone else, ranging from football and tennis to beach volleyball. The brand has a strong association with football, and sponsors several Sky Sports football shows. Stoke City Football Club, which is sponsored by bet365, is to rename its home ground, the Britannia stadium, the bet365 Stadium. The brand launched a TV ad campaign early this year featuring actor Ray Winstone encouraging people to bet during football matches using the “bet in play” service.