Sky Bet has embarked on a celebratory campaign in light of England striker Harry Kane winning the Ballon d’Or last night.
The Flutter Entertainment-owned bookmaker revealed its digital-out-of-home (DOOH) campaign across Leicester Square and Oxford Street after the Englishman was announced as the winner in London.
Titled ‘Kane You Believe It?’, it appeared in celebration of the England captain and Bayern Munich star becoming the first English player to win the award since Michael Owen back in 2001.
Kane fended off competition from the likes of Real Madrid and France forward, Kylian Mbappé, and Lamine Yamal, the Barcelona youngster who won the 2026 World Cup with Spain.
Odds on the winner had been chopping and changing in the months leading up to last night. At points, Kane was second-favourite behind Yamal, but headed into the awards evening at a price of 1/4 to win the Ballon d’Or.
And it was the favourite on the night who scooped up the award, collecting the trophy from Brazilian footballing icon Ronaldo Nazário.
From a legend
— Harry Kane (@HKane) October 27, 2026pic.twitter.com/oj9bSEm1z0
The former Tottenham Hotspur man scored an incredible 73 goals for club and country in the 2025/26 season – second only to the great Lionel Messi’s 82 in 2011/12.
Reactions have been pouring in after last night. Kane’s former Tottenham teammate, Heung Min Son, said his former strike partner’s win was “deserved more than anyone”.
Kane tribute adds to Sky Bet’s footballing efforts
Sky Bet’s celebration comes as part of its ‘Game’s Back’ campaign, which launched ahead of the 2026/27 domestic season, heavily featuring former Premier League winners and current pundits, Roy Keane and Micah Richards.
The operator’s marketing efforts are generally intertwined with football – a prime example being its headline sponsorship of the English Football League (EFL).
Its football marketing this year has also included its ‘The World’s Gone Football’ campaign over the summer for the World Cup.
Sky Bet’s fellow Flutter Entertainment-owned competitor, Paddy Power, is also well-known for its football-related advertising.