Off to the Races

Company Updates

Xpressbet is now a sponsor of the Breeder’s Cup, bringing together two premium entities in horseracing. SME was given the task of creating a unique advertising campaign for this new partnership including three incredible promotions offered for the event.


SME developed the campaign around the idea that these two brands were now "Together for the Bettor," accented with an iconic image highlighting Xpressbet's X-man icon that lived across print spreads, full pages, digital executions and on-track. Each reflected the new union and attracted consumers to Xpressbet's trifecta of unparalleled offers surrounding this year's event. The responses to the offers was phenomenal, and on-track activation exceeded previous efforts from Xpressbet resulting in another successful campaign for XB and SME.