Amaya appoints CP&B agency to support BetStars launch

Amaya has appointed the Crispin Porter and Bogusky (CP&B) London creative and strategic agency to support the launch of its new BetStars sports betting brand.

Launched through Amaya-owned PokerStars, the BetStars brand will offer a host of sports betting services in select jurisdictions around the world.

BetStars will initially offer betting across more than 25 sports including various major competitions within football, tennis and basketball, as well as speciality offerings such as e-sports and poker.

According to the Campaign website, CP&B won the brief after a competitive pitch against three rival agencies.

Under the deal, CP&B will run an estimated £10 million (€13.4 million/$14.5 million) campaign to support the brand’s launch in the coming weeks.

Richard Pinder, UK and international chief executive of CP&B, said: “It is rare to be in at the start of such a journey for a brand, to help establish it and build the foundations for future success.

“We couldn’t be more delighted to be partnering with BetStars for this launch.”

Related article: PokerStars rolls out new BetStars sports betting brand