Sky Bet runs 'Kane You Believe It?' out-of-home campaign after Harry Kane's Ballon d'Or win
Flutter-owned Sky Bet has launched a digital out-of-home campaign in central London after England captain Harry Kane won the Ballon d'Or. It adds to the bookmaker's football-led marketing this season.
GamblingSource: SBC News
Sky Bet has launched a celebratory marketing push after England captain Harry Kane was named Ballon d'Or winner at a ceremony in London. The Flutter Entertainment-owned bookmaker is running a digital out-of-home campaign titled 'Kane You Believe It?' across Leicester Square and Oxford Street.
Kane, who plays for Bayern Munich, became the first English player to take the award since Michael Owen in 2001. According to the source, he beat competition from Real Madrid and France forward Kylian Mbappé and Lamine Yamal, the Barcelona player who won the 2026 World Cup with Spain. Ronaldo Nazário presented him with the trophy.
The betting market on the award had shifted in the months before the ceremony. Kane was at times second-favourite behind Yamal but went into the evening as the 1/4 favourite. Kane scored 73 goals for club and country in the 2025/26 season, which is second only to Lionel Messi's 82 in 2011/12. His former Tottenham teammate Heung Min Son said the win was "deserved more than anyone".
The tribute forms part of a wider football-focused marketing approach at Sky Bet. The operator's 'Game's Back' campaign launched ahead of the 2026/27 domestic season and features former Premier League winners and current pundits Roy Keane and Micah Richards. Over the summer the brand also ran 'The World's Gone Football' for the World Cup.
Football is a central part of the operator's marketing, including its headline sponsorship of the English Football League. Paddy Power, another Flutter Entertainment brand, is likewise known for football-related advertising.
Based on reporting by SBC News.