STS and Peter Schmeichel launch 'Bet with the leaders' ad campaign

6 November 2019

Polish bookmaker STS is starting a new campaign, "Bet with the leaders", the global ambassador of which is former Manchester United and Denmark goalkeeper Peter Schmeichel.

Schmeichel will cooperate with STS in all European countries where the bookmaker operates. With the Peter Schmeichel campaign, STS is also updating its visual identity.

The cooperation between STS and Peter Schmeichel started in autumn 2019. New promotions with him will be seen on television, entertainment and digital platforms.

"The global ambassador of our "Bet with the leaders" campaign, is Peter Schmeichel, an award-winning figure well known throughout the world," Mateusz Juroszek, chief executive of STS, said. "The footballer with Polish roots is a perfect example of the fact that fortune favours the brave. He took up the challenge of playing abroad, which turned out to be a path to numerous successes in the sports world. This is incredibly close to our philosophy regarding the international expansion of STS.

"With this new campaign, we are upgrading our logo, which visually represents the fundamental values that, as a brand, we have inscribed in our DNA – modernity, dynamics and a strong and sporty character. We constantly put people who are passionate about sports at the centre of our attention, thus having enough skills to make good predictions."

STS has increased its revenues more than tenfold – from EUR 70 million to EUR 600 million – in the last six years. STS expanded its business to European markets in February 2019. The bookmaker's offer is available in several European countries. STS is the first Polish bookmaker to start operating outside of Poland, and the company has plans for further international expansion.Currently, STS holds a 47% share in the Polish bookmaking market, and 80% of its revenues are generated by online channels such as applications dedicated to Android and iOS as well as the website and the mobile version of the website.

The company is the official sponsor of the Polish national football team as well as the main sponsor of Jagiellonia Bialystok and the official bookmaker of Lech Poznań, Cracovia, Pogoń Szczecin, Korona Kielce, Górnik Zabrze, Zagłębie Lubin, Polska Liga Siatkówki, Anwil Włocławek, Asseco Resovia and PGE Vive Kielce as well as Futsal Ekstraklasa, KSW and other clubs and sports associations. STS is also involved in supporting eSports, such as i.a. x-kom AGO.