Dundalk bookmaker nominated for prestigious award
BAR 1 Betting shortlisted for prestigious SBC award following standout Cheltenham campaign
Dundalk-based bookmaker BAR 1 Betting has been shortlisted for a prestigious SBC Award in the Marketing Campaign of the Year category.
The nomination follows the company's successful rebrand from Bar One Racing in November 2025 and recognises the impact of its first major campaign under the new BAR 1 Betting brand, 'Lights. Camera. Cheltenham!', which launched ahead of the 2026 Cheltenham Festival.
The campaign was created to introduce the new BAR 1 Betting brand to racing fans during one of the biggest weeks of the betting calendar.
It brought together advertising, social media, podcasts, editorial content, racecourse activations and customer communications, all built around the 'Lights. Camera. Cheltenham!' theme.
Now in its 13th year, the SBC Awards celebrate the very best in the global betting and gaming industry, recognising achievements across areas including marketing, payments, platforms and data.
Founded in 1992 by CEO Barney O'Hare, BAR 1 Betting was shortlisted following a campaign that aimed to do something different from traditional racing advertising.
Instead of focusing solely on racecourse imagery and odds-led promotions, BAR 1 Betting transformed the Cheltenham Festival into a blockbuster movie production, with some of the festival's biggest horses and jockeys becoming 'The Cast of Cheltenham'.
The campaign created a unique look and feel inspired by film sets and studio photoshoots, helping BAR 1 Betting stand out during one of the most competitive periods in the betting calendar.
The campaign delivered record customer acquisition, engagement and retention, helping introduce the new BAR 1 Betting brand to racing fans during Cheltenham week.
Barney O'Hare, CEO of BAR 1 Betting, said: “Being shortlisted for an SBC Award is a fantastic achievement for everyone at BAR 1 Betting. Our campaign introduced the brand to new customers and made a big impact during one of the biggest weeks in the betting calendar.”
Aaron Hughes, Head of Marketing at BAR 1 Betting, said: “‘Lights. Camera. Cheltenham!’ was all about making BAR 1 Betting stand out.
“We wanted to move away from the traditional look and feel of Cheltenham advertising and create a campaign with a strong identity that people would remember. To see that creative approach recognised alongside some of the biggest brands in the industry is a huge achievement for the team.”
The winner of the Marketing Campaign of the Year award will be announced at the SBC Awards ceremony at the MEO Arena in Lisbon, Portugal, on Thursday, October 1.