Industry giant bet365 recently launched a series of fan experiences as part of its 'Never Ordinary' campaign at Wetherby Racecourse in the UK.

The campaign, initially promoted via a curling-themed TV advertisement, aims to highlight unexpected moments in sports, emphasising the celebration of often underestimated victories.

The activations, known as the 'Ticket Office' pop-ups, allow fans a chance to win exclusive experiences at various sporting events, including horse racing, boxing and football.

During the Charlie Hall meet, the unassuming ticket office transformed into a hub of sporting experiences, offering fans opportunities to engage in a quiz-style experience for a chance to win special privileges.

One attendee, Peter Simpson, earned the opportunity to enjoy the bet365 suite, experiencing hospitality and presenting the winning trophy at the final race. Ten additional winners enjoyed hospitality perks, while other participants received branded merchandise.

Simpson expressed his gratitude, stating: "My wife and I had an unforgettable day and the chance to present prizes in the winner’s circle was a unique experience."

The 'Ticket Office' activations debuted in the UK and are anticipated to expand globally in 2024, with upcoming locations kept undisclosed until the event.

A bet365 representative remarked: "The campaign aims to showcase bet365’s uniqueness. We are pleased with the positive reception at Wetherby Racecourse, where racegoers got a taste of our new creative concept."

This recent event at Wetherby Racecourse follows the brand's celebration of the Premier League's return through its 'Never Ordinary' campaign in August 2023.

Additionally, bet365 expanded its reach through a multi-year partnership with Sandy’s Racing & Gaming in Kentucky, allowing online sports betting in the state.