The campaign builds on Sky Bet’s Games Back ad released earlier this year.
Sky Bet has marked Harry Kane being named this year’s Ballon d’Or winner with a digital out-of-home (DOOH) campaign in London, UK.
The creative, which featured the headline ‘Kane you believe it?’, hit the billboards across Leicester Square and Oxford Street shortly after the ceremony at London’s Palladium, earlier in the week.
Kane is the first England captain and English player to win the award since Michael Owen in 2001. The Bayern Munich striker fended off competition from the likes of France’s Kylian Mbappé and Spanish younger, Lamine Yamal.
In the run up to the awards ceremony, odds on Kane taking home the trophy was chopping and changing, but he was among Sky Bet’s favourites to win.
The campaign forms part of Flutter entertainment-owned company’s Games Back campaign, which launched ahead of the 2026/27 football season.
Leaders take
This is a nice way to honour a player who’s just picked up one of the most prestigious awards in sport. Sky Bet has played on this notion of fandom and being present in big cultural moments, which is key from a brand awareness perspective in this current media landscape.
The creative itself is relatively simple – a play on the word ‘can’ in big bold letters. The simplicity of it makes it standout. Nothing else was needed for Sky Bet to show its presence at the awards.
