Golden Palace Sports

Sports betting is a commodity category. The odds are the same everywhere, the only lever is the bonus. Fans don't love bookmakers, they love their clubs.
GP Sports was built on that insight: stop advertising to fans, become part of their fandom: through real sponsorships, owned media, and matchday experiences, not campaigns.

GP Sports runs on two signature colors and a lot of kinetic energy: modern tech on one side, raw passion for the game on the other.

The visual system (fluid lines, two signature colors, kinetic energy) exists to serve that fandom-first logic: every asset had to feel like it belonged pitchside. It moved the business too: monthly retained players up 15%, reactivated players up 10%, total actives up 6%, and turnover up more than €2M in a year.

Production spans every touchpoint: digital assets, print, storefront branding, video and motion design, advertising banners, social content, custom merchandise. The team runs it as a full 360° ecosystem, so the brand shows up wherever the fans already are.

A graphic charter is only as strong as its flexibility. For Euro 2024, I evolved the core identity with a refined palette and a geometric framework drawn from the tournament’s visual architecture, then handed the designers a kit built for speed. Event content shipped fast, felt timely, and stayed unmistakably on brand.

GP News is the mechanism behind that fandom-first strategy: an owned media outlet that earns trust through expert live updates and match analysis, rather than renting attention through ads.

GP News takes fans inside the sponsored teams: Cercle Brugge, RWDM, the Giants. Exclusive interviews, behind-the-scenes challenges like penalty shootouts, fan initiatives that get closer to the action than any ad could.

Golden Palace News also drives activations around the sponsored teams. The standout is 'Golden Seats': match day at the RWDM stadium from the edge of the pitch, wrapped in a prime-time VIP experience.