Euros 2024 proudly marks the launch of Sky Bet's latest campaign with Grey London called 'Tournament Turmoil.' This campaign, building on Sky Bet's recently launched new positioning 'For the Fans', takes a deeper look, beyond club football, at how fans really feel during an international tournament like the Euros. At a time when most brands follow the cliche of international tournaments; pure elation, togetherness and fake celebrations, Sky Bet recognises the inner conflicts fans feel when domestic allegiances vanish. In this unique month, supporting your nation creates all sorts of turmoil - your loyalties are a mess, and you face constant dilemmas. Spurs supporters have to cheer on Arsenal players. Man united supporters fear players they usually declare their undying love for. Grey London aimed to acknowledge that complexity and offer something to fans to help them navigate it.
