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 UK’s 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: “I 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.
“Our roster of international clients including industry giants such as Guinness and Red Bull accounted for more than 50% of our £10 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 we’re 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: “Having 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 – 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.
“With that in mind, we can’t wait to push the boundaries for the industry – we produce work that’s creative, commercial and compliant.”
“We’re here to make the spikes spikier – and we’ll do that with a sports betting partner in every regulated market around the world,” Evans added.
-
Asia6 days ago
Tesla to showcase Model Y with NODWIN Gaming at the thrilling BGMS Season 4 Grand Finals
-
Compliance Updates6 days ago
SOFTSWISS Compliance Expert Shares Knowledge on AML in iGaming for Sumsub Academy
-
Africa6 days ago
Racing1 is exhibiting for the first time at the Grand Prix D’Afrique
-
Latest News6 days ago
Åland-Based Gaming Company Paf Becomes Main Partner of the Finnish Ski Association – One of the Most Significant Sponsorship Agreements in the Association’s History
-
Latest News6 days ago
Animo Studios debuts virtual hosts for live table games starting with Stake
-
Latest News6 days ago
Kaizen Gaming data – FC Barcelona the fan favourite to win the Champions League
-
Latest News6 days ago
Week 37/2025 slot games releases
-
Latest News6 days ago
Behind the surge in XRP, DL Mining brings new opportunities to get 0.1BTC or 2ETH with your XRP