Company

The 2019 Cricket World Cup gave fans six weeks of non-stop cricket: 48 matches, ten teams and a final at Lord’s so close it went to a Super Over. For brands in cricket, it was the biggest stage of the year, and the fastest way to get in front of fans was through the publishers they already followed.

bet365 partnered with Cricket World to be part of its World Cup coverage. But bet365 wanted the sponsorship to be more than a logo on the page. It wanted to be part of how fans followed the tournament, built right into the coverage, and to show what that was worth.

Challenge

Being part of the fan experience on someone else’s site is harder than it sounds. Most publisher sponsorships end up as a banner or a logo beside the match report. Fans are there for the cricket, so a static ad next to the score gets scrolled straight past, leaving the sponsor with impressions but very little attention.

The tournament didn’t make it easier. A World Cup moves fast, with a new match most days, so bet365’s presence had to keep up with every fixture or feel out of date by the next morning.

And being embedded only counts if you can prove it. Impressions show that a fan saw the logo, not that they cared, so bet365 needed numbers on how many fans engaged and clicked through. As a regulated brand, it also needed every piece of content to be brand-safe and responsible.

Solution

So bet365 used Amondo to build the sponsorship into the coverage. Twelve Galleries, one per key match, ran on cricketworld.com, each fully branded in bet365’s green and yellow. bet365 became part of how fans relived each game, not a banner beside it.

Part of the coverage, not beside it

Each Gallery pulled together the moments fans cared about: celebrations in the stands, wickets, team huddles and the reaction that followed.

Because the Galleries looked and felt like the match itself, fans explored them rather than scrolling past. Every moment came badged with bet365, so the sponsor was part of how fans enjoyed the game, not an ad interrupting it.

Moving with the tournament

With a new Gallery for each key match, bet365’s presence moved as fast as the World Cup did. Amondo made that possible: content from every match flowed into one searchable place in the platform, so bet365’s team could filter by fixture, pick the best moments and approve every post before it went live. Fans checking in on England against South Africa saw that match’s moments while they were still fresh, not last week’s.

Every Gallery carried consistent bet365 branding and 18+ BeGambleAware messaging, keeping the sponsorship brand-safe and responsible throughout.

Proving what the sponsorship delivered

Live odds for each match sat inside the feed, right alongside the moments fans were enjoying. Every Click-Through Tile linked straight to bet365, so each visit to its site could be attributed directly to the sponsorship, rather than lost among the rest of its marketing.

Because it all ran through Amondo, every view, tap and click was tracked. Instead of taking the sponsorship’s value on trust, bet365 could see exactly how many fans engaged and clicked through, match by match.

Results

World Cup moments turned into real traffic. bet365’s promotions inside the experience earned a 7.8% click-through rate, with fans tapping from a match moment straight through to bet365’s site.

Display ads running alongside the content reached a 2.5% click-through rate too, across all twelve match Galleries.

For bet365, the Cricket World partnership was no longer a line item to take on trust. It had first-party numbers behind it, showing exactly what fans did and how much traffic it drove, one match at a time.