Latest News
Former Paddy Power and Spotlight Sports Group CMOs bring creative agency to London

Creative and advertising specialists The Tenth Man today announced further international expansion with the opening of a UK office in Farringdon, London.
Increased demand for commercially savvy creative services have led to this significant step forward in the company’s global growth strategy, which brings it closer to clients in the UKâs exciting sports betting market, allowing better service for its international client base.
The Tenth Man was founded in Dublin in 2018 by former Paddy Power advertising director Ken Robertson, who is credited with creating the iconic sports betting brand. Since then, the company has worked with some of the biggest names in the industry, setting a new benchmark in terms of how sportsbooks drive sustainable, marketing-led growth.
Robertson commented: âI originally started The Tenth Man to be the agency I always wanted to work with during my 20 years in sports betting. No one comes close to our category expertise, with almost 50 years of global experience in our management team alone. Our services offer a cure for a long-established lack of agency understanding both from a consumer and a compliance perspective.
âOur roster of international clients including industry giants such as Guinness and Red Bull accounted for more than 50% of our ÂŁ10 million revenue in 2023. In sports betting, we are creative partners to Fanatics Sportsbook in the US, PointsBet in Australia and Superbet in Europe, so weâre excited to share this unparalleled global experience with clients seeking a fast-paced, compliant creative partner in the UK,” Robertson added.
The London office will be led by Managing Director Gethin Evans, an experienced marketing and media professional with a wealth of expertise in the gambling industry. Evans has an extensive C-level marketing and P&L background in Europe and North America, working on brands such Virgin Bet, Betfair and Racing Post.
Evans said: âHaving been client side for many years, repeating the education journey has been a constant frustration. Working with The Tenth Man enables betting operators to work on a different plane â one that can take brands further, faster. The betting and gaming industry in the UK is a mature one, and one that needs to be fully compliant while still engaging and entertaining.
âWith that in mind, we canât wait to push the boundaries for the industry â we produce work thatâs creative, commercial and compliant.â
âWeâre here to make the spikes spikier – and weâll do that with a sports betting partner in every regulated market around the world,â Evans added.
-
Asia4 days ago
Jetapult Strengthens AI Expertise: Onboards Industry Leaders, Oz Silahtar and Dr. Arjun Jain
-
Latest News5 days ago
Roobet Promo Code: Redeem âWRD100â Now to Get a Free Money & Cashback
-
Latest News5 days ago
Regulatory Roadblocks: The Future of Sweepstakes Gaming in the U.S.
-
Africa5 days ago
Gaming Corps Expands African Presence with KingMakers Partnership
-
Latest News5 days ago
Recently Released Slot Games Worth Checking Out
-
Latest News5 days ago
UK Gambling Commission Flags Deepfake-Fueled Money Laundering Threats in Online Gambling Sector
-
Latest News5 days ago
ULTIM8 SPORTSBOOK IFRAME: Ultimate Solution for Operators Who Have Seen It All
-
Latest News5 days ago
PG Soft debuts Doomsday Rampage slot