TheScore readies new NFL season geared advertising campaign

TheScore has launched a new version of its “GET INTO BET MODE” marketing campaign in preparation for the busy fall sports season.

The campaign includes 30-, 15- and six-second-long advertising spots, a series of so-called social ad, radio, digital advertising as well as traditional out-of-home advertising assets.

The new spots feature actor and comedian Jon Lovitz, Suits actor Patrick J. Adams as well as Canadian comedian Russell Peters. The campaign aims to extol the Bet Mode function available on the theScore Bet app.

Bet Mode integrates the sports betting element of theScore bet offering with the integrated media element, with the aim of removing the friction between placing bets and enjoying the game.

TheScore Bet worked in partnership with Toronto-based marketing agency Diamond on the campaign’s creative and strategy. The spots were directed by comedy veterans The Director Brothers, Ryan McNeely and Josh Martin.

TheScore SVP of content and marketing Aubrey Levy cited the inclusion of new themes and new talent going into the “action packed” fall sports season.

“This new campaign phase is tailored toward educating fans, many of whom re-engage in the fall, on key theScore Bet product enhancements and features,” Levy explained.

“Specifically, we’ve significantly upgraded our product with increased sports betting options and have expanded our iCasino catalog. We’re also leaning into our exclusive Blue Jays partnership with a baseball spot that highlights how we seamlessly merge media and betting.

“The engaging personalities we’ve selected – Jon, Russell and Patrick – each uniquely channel theScore Bet to drive home our product messaging in an entertaining fashion,” he added.

In tandem with the new advertising campaign, theScore has confirmed the addition of NFL newsbreaker Jordan Schultz to its content stable on a multi-year deal.

Schultz will produce written and multimedia content for theScore’s digital sports media platforms, with a focus on NFL and NBA coverage.

He previously worked for ESPN, where he served as a reporter and on-air commentator covering the NBA, NFL and college basketball. Schultz was also a regular contributor on the Daily Wager show on ESPN2 and a correspondent/host for Kevin Durant’s The Boardroom series on ESPN+.

Schultz began his journalism career with the LA Times, covering the NBA Draft and pickup basketball around the city. He gained notoriety nationally with a video series chronicling his tryouts for the then NBA D-League.

“We are thrilled to welcome Jordan to the team and to help build out our original NFL reporting as we incorporate his insider coverage and informed analysis across our multimedia channels,” Levy said.

“Jordan is a versatile talent who has strong NFL and NBA relationships and has built an impressive media footprint. With his proven news breaking and on-air video capabilities, he adds a brand new dimension to our in-app editorial and multimedia coverage.

“We’re excited to integrate him across our host of digital programming and collaborate on original content initiatives,” Levy added.