Stanleybet, a renowned brand with a rich 65-year history as a bookmaker since its establishment in 1958, is embarking on its first-ever rebranding initiative. This strategic move reflects the company’s commitment to embracing the future of the global market while upholding its core values of Strength, Dynamism, and Balance. Giovanni Garrisi, the Group’s CEO, emphasized the need to adapt to industry changes and evolving communication styles. Ivan Fantasia, Head of Brand, Marketing & Communications, further elaborated on the rebranding process, highlighting the subtle yet significant modifications made to the existing brand identity.
Balancing Tradition and Innovation:
At the heart of Stanleybet’s rebranding effort is the desire to strike a harmonious balance between tradition and innovation. The newly restyled brand retains the familiar token symbol while introducing a subtle diagonal ‘cut’ that serves as a visual representation of this balance. The precise angle of the cut, set at 18 degrees, mirrors the slope of the Stanleybet trademark letters. This deliberate design choice showcases the brand’s commitment to honoring its heritage while embracing modernity.
Responding to New Styles and Trends:
With an eye toward the ever-changing industry landscape and evolving communication trends, Stanleybet recognizes the importance of adapting its brand image. The rebranding initiative reflects the company’s enthusiasm and dynamism in staying relevant and resonating with its target audience. By evaluating various options, the brand has carefully considered both cautious and audacious choices to ensure a meaningful transformation that captures attention and conveys its message effectively.
Expansion into the Spanish Market:
As part of its growth strategy, Stanleybet obtained a license to operate in the Andalusia region of Spain. This development marks a significant milestone in the brand’s expansion efforts, as it has been actively exploring opportunities in the Spanish market. In line with this expansion, Stanleybet plans to open a retail base in Malaga during the first quarter of 2023. This move not only demonstrates the brand’s confidence in the Spanish market but also aligns with its vision for a global presence.
Stanleybet’s rebranding journey signifies its commitment to adaptability, innovation, and maintaining a delicate equilibrium between tradition and modernity. By subtly refining its brand identity, the company aims to captivate both loyal and new audiences alike. With its recent entry into the Spanish market and plans for retail expansion, Stanleybet is poised for growth and poised to make a lasting impact on the global stage. This rebranding endeavor is a testament to the brand’s strength, dynamism, and unwavering pursuit of excellence in the ever-evolving world of bookmaking and beyond.