Off the back of the engaging “This Time We Play Together” campaign launched for this summer’s UEFA Euro 2020 championships, Ladbrokes has announced it will retain Neverland as its lead creative agency.

Dominic Grounsell, Entain’s UK and IRE MD for Sports Brands, confirmed Neverland’s renewal to marketing news source Campaign, praising the agency’s creative approach and fresh thinking to reposition the Ladbrokes brand to a wider audience.

Neverland commenced its collaboration with Ladbrokes last April, as Entain decided to split the creative accounts of its flagship Ladbrokes and Coral betting brands ahead of a crucial summer period featuring Euro 2020 trading.

Coral’s advertising account would be maintained by incumbent BBH London, whilst Ladbrokes would be catered by Neverland as the independent agency’s first sports betting client.

Leading Ladbrokes Euro 2020 account, Neverland launched “This Time We Play Together” – a HD advert which paid tribute to “football’s unifying and enthralling return to the international stage”.

Neverland’s work would gain Ladbrokes wider marketing recognition, as “This Time We Play Together” would be rewarded as Campaign’s ‘Pick of the Week’ advert – a noted achievement as all Ladbrokes competitors refreshed-or-relaunched campaigns for Euro 2020.

Ladbrokes’ new advertising structure will see Neverland lead its creative advertising strategy working alongside The7Stars as lead strategic media planning agency for the combined accounts of Ladbrokes and Coral.