Welcome to Sky Bet.
Here is how we win.
Familiarise yourself with the principles that make us Sky Bet.
Brand Positioning
“For the Fans” is our mission to champion modern fandom.
We celebrate the side of the game that belongs to the fans: the local pride, humour, rivalry, heartbreak, the irrational passion of it all. The stories you’ll tell for years afterwards. Because sport isn’t just something they watch, it’s part of who they are.
That’s Fandom.
From League Two to the Premier League, Cheltenham to The Oval; we celebrate the moments, emotions and communities that make sport unlike anything else. The game gives us the moments. Fans give them meaning.
Brand Behaviours
Our role
We bring fans closer.
What it means
We bring fans closer to the moments that matter. Whether through our products, partnerships, content or experiences, we help fans feel part of the action – not just watching it.
Why it wins
Sport is at its best when fans feel part of the action. By creating products, content and experiences that bring fans closer to the game, we make every moment more engaging, more memorable and more meaningful.
Our role
We celebrate what fans love.
What it means
We celebrate everything that makes being a fan unlike anything else. The rivalries. The rituals. The banter. The belonging. The things only fans understand.
Why it wins
In a category built around individual transactions, Sky Bet champions fandom. The best part of sport has never just been the sport. It’s everything around it. By celebrating fan culture – not just the action on the pitch – we create work that feels more relevant, more entertaining and more emotionally connected.
Our role
We give fans more.
What it means
Fans give everything. So do we. Whether it’s through our products, rewards, experiences or service, we always look for ways to give fans more than they expect.
Why it wins
Loyalty in sports runs deep, but in betting it has to be earned. We create products, experiences and rewards that prove we genuinely understand what fans care about. By adding value beyond the bet, we build trust, reward loyalty and create reasons for fans to keep coming back.
Tone of Voice
These three words should guide our key messaging, copywriting and manners across all touch-points.
Sport should be enjoyable. So should we. We make fans smile. We make them laugh. We spark debate. We tell stories worth sharing. Whether it’s a TV ad, social content or a CRM message, we make fandom more entertaining – not just transactional.
Acid test: Would a fan send this to a mate?
We care as much as fans do. We celebrate. We debate. We feel the tension. We never sound detached. We don’t report football. We live it.
Acid test: Does this capture what fans are feeling?
Sport is built on real people, real opinions and real emotion. So are we. Natural. Conversational. Observational. Never scripted. Never corporate. Always human.
Acid test: Does this sound like a real fan?
Creative Principles
There are filters that can be used to evaluate ideas, campaigns, content, sponsorships and experiences.
The work demands attention. It stops people scrolling, gets them talking and pulls fans into the moment. Fans are bombarded with content. If we don’t capture attention immediately, nothing else matters.
Acid test: Would this stop someone scrolling?
Treat every moment like it matters. Every moment matters. We capture the emotion, anticipation and significance that fans already feel. We don’t just describe moments. We elevate them.
Acid test: Have we elevated the moment, or simply described it?
Always leave fans with more. More entertainment. More value. More access. More reasons to come back. Because generosity isn’t something we do occasionally. It should define every interaction.
Acid test: What are fans getting from this beyond a marketing message?
Learn how to create consistent and iconic Sky Bet communications.
Logo
These are our primary logos.
Sky_Bet_ON_DARK
Sky_Bet_ON_LIGHT
Logo
Use the height of the ‘S’ in the logo to identify the clearspace.
Our logo embodies confidence and premium nature. Featuring the Sky Bet logo in our communications reinforces the trust our customers place in us.
As our most valuable asset, it deserves the utmost care and respect. Here are some ways we can ensure that confidence and premium quality is consistent.
The logo must always be in a prominent position and clearly legible.
The logo can be used to qualify a campaign or product lock-up, before or after it.
For brand communications, the logo can be placed where it makes sense according to your message.
The logo can be justified to suit the appropriate flow of copy.
Inconsistent or improper use of our logo can weaken our brand identity. Avoid misusing, distorting, or disregarding usage principles, ensuring every execution remains considered and recognisably Sky Bet. Always observe the clearspace and minimum size guidance.
Do not add any effects to the logo.
Do not change the scale of any parts of the logo.
Do not skew the logo.
Do not change the colour of the Bet box.
Colour
Maintaining brand equity with a strong foundation of core colors.
Primary Blue
Only use this Secondary Blue when print requirements or production considerations make it the more appropriate choice.
Secondary Blue
Sky Bet Red
Sky Bet Yellow
White
Colour
Inspired by our brand blue, introducing our brand gradient.
A distinctive visual asset that plays a key role in expressing our brand. Inspired by our primary brand blue, it adds depth, energy and recognition across all communications, helping create an unmistakable presence.
It can be cropped, scaled and repositioned to suit different creative layouts while maintaining its visual impact. Use it as a foundational background element to bring cohesion and personality to designs.
High-resolution versions are available in both RGB and CMYK, ensuring optimal reproduction across digital/print applications. The gradient should also be used as the brand end frame within AV content.
Colour
When combining colour with typography, it is important to maintain legibility. Follow these pairings to ensure maximum distinction.
Typography
Sky Sports Bold is our Primary Headline font.
For Large Headlines
Sky Sports Bold, Uppercase | Tracking: 30 | Kerning: Metrics | Leading: 85%
Action Box Headlines
Sky Sports Medium, Uppercase | Tracking: 30 | Kerning: Metrics | Leading: 85%
Typography
Complementing our primary headline fonts, we can use lighter weights for larger areas of text.
In addition to the Sky Sports fonts, we also use Acumin Variable Concept Condensed for any legal copy.
Used for smaller headings and shorter paragraphs
Sky Sports Light, Sentence Case | Tracking: 30 | Kerning: Metrics | Leading: 120%
All bets on football are automatically settled on the basis of 90 minutes play unless otherwise stated for that particular market. 90 minutes play includes time added on by referee for stoppages. The only exceptions are for matches that are played for a lesser duration (e.g. 60, 70 or 80) as agreed by the laws of the competition in which they are competing or agreed by both sides prior to kick-off.
Sky Sports Light, Sentence Case | Tracking: 30 | Kerning: Metrics | Leading: 120%
New customers only. First single & e/w bet only. Odds of 1/1 or greater. 3x £10 bet tokens. Free bet stakes not included in returns.
Acumin Variable Concept Condensed, Sentence Case | Tracking: -20 | Kerning: Metrics | Leading: 100%
Typography
Always follow the typography guidance outlined in this document. For up-to-date templates, please reach out to Flutter Creative.
Action Box
The Action Box must always be crafted to ensure correct hierarchy and prioritise negative space; this ensures bold, clear and impactful messaging.
This is our Action Box – always yellow, always functional – always for our offers. All actionable content lives in here.
This will help maintain consistency and enhance legibility across all formats.
These two spacers should be used to measure accurate spacing between portions of the Action Box.
They should not be re-sized independently, and should always match the size of how they appear within the template.
Huge Type
Huge Type is a Sky Bet visual device used to inject scale, energy and brand presence into imagery. Rather than sitting on top of the image as a graphic overlay, the typography should feel embedded within the environment itself, occupying the same physical space as the subject, surface or arena. The treatment creates the impression that the words exist in the world of the image, transforming backgrounds into branded environments.
The typography should follow the perspective, depth and angle of the scene. Letters can extend beyond the frame, sit behind subjects, and interact with environmental effects such as motion blur, debris and shadows.
This treatment may be used for any creative which requires a unique aesthetic outside of our BAU Motion Energy treatment, such as Sky Bet products or elevated offers.
Motion Energy
This is our new default treatment for BAU imagery.
Motion Energy visualises the force behind the moment, translating movement into a tangible visual layer that enhances the image.
It introduces flow, intensity and direction, but always in service of the subject. The treatment should feel like a natural extension of the action already taking place.
At its best, Motion Energy amplifies what is already present in the image, making moments feel more dynamic, more immediate and more impactful without ever distracting from the core narrative.
Imagery
Magnetic
The work demands attention. It stops people scrolling, gets them talking and pulls fans into the moment. Fans are bombarded with content. If we don’t capture attention immediately, nothing else matters.
Epic
We make sport feel as big as fans know it is. Every match matters to someone. Every rivalry has history. Every moment has emotion. We elevate those moments rather than simply reporting them. Fans don’t remember statistics. They remember feelings. Our work should capture the scale, anticipation and emotion that makes sport unforgettable.
Grid System
Inspired by the shape of the Bet Box, we have a grid system that allows us to present as a unified and consistent brand across any touchpoint.
We achieve this by first defining our grid and the container corners.
1. Grid
2. Container Corners
Layout Reference - A 6 column layout for smaller digital placements
Layout Reference - A 12 column layout for larger formats
Get your hands on everything from logos to PowerPoint templates.