SIS

About the project

Sports Information Service (SIS) is a premier provider of world-class sports betting content, catering to global operators with a focus on short-form betting. SIS offers an unparalleled portfolio that includes top-tier Horse Racing, Esports, and Numbers content from around the globe.

Throughout its illustrious history, SIS has consistently pushed the boundaries of innovation, from adopting cutting-edge technology to establishing state-of-the-art production facilities at Media City in Manchester. Their forward-thinking approach includes embracing Esports as the future of betting, further cementing their reputation as industry leaders and trailblazers. Collaborating with prestigious events like Royal Ascot, The Dubai World Cup, and the Cheltenham Festival, SIS remains at the forefront of the sports betting industry.

As a cutting-edge technology company, SIS continues to lead by example, constantly developing new products and bringing them to life with unmatched expertise.

The Challenge

When we first engaged with SIS, their brand identity was deeply rooted in its historical association with Horse and Greyhound Racing. However, the industry had evolved, and so had SIS. Their expansion into new products and technologies—ranging from Racing and Live Numbers to Esports and Trading Services—meant that their brand needed to reflect this broader, more dynamic scope. SIS required a modernised brand identity that would support their continued growth and reinforce their leadership in a rapidly evolving market.

Our Solution

Our objective was to create a brand identity that celebrated the innovation and diversity of SIS’s product offerings while preserving the strong legacy associated with the master brand. We decided on a ‘branded house’ strategy, which allowed each of SIS’s new products to have its own distinctive identity while maintaining a cohesive connection to the overarching brand.

This approach enabled us to tailor and differentiate marketing messages for each product, ensuring they resonated with their specific audiences. To support this, we developed a comprehensive set of brand guidelines that clearly articulated the business proposition both internally and externally. These guidelines empowered SIS to take full control of their brand narrative, create unique and engaging content, and deliver targeted, relevant messaging directly to their audience.

The results were transformative. SIS was able to seamlessly integrate its new offerings under a unified brand while continuing to lead and innovate within the sports betting industry. The modernised brand identity not only reinforced their position as industry leaders but also provided the flexibility needed to adapt to future opportunities and challenges.

We’d say that’s a win!