Why PointsBet Is Resorting to Shock Marketing Like the Drew Brees Lightning Strike Stunt

The challenger brand is stirring the sports betting pot

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Most brands don’t deliberately try to attract controversy through their advertising. But sports betting brand PointsBet Sportsbook bucks that trend with its messaging, and it doesn’t plan on stopping anytime soon.

To further the brand’s growth in the U.S. sports betting, it recently hired Dublin-based creative agency The Tenth Man for a year. The agency is led by Ken Robertson, the former “head of mischief” at Paddy Power. He earned that moniker as head of brand marketing at the Ireland-based sportsbook because of his reputation of creating provocative messaging that relied on guerrilla marketing.

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