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Creative advertising agency The Tenth Man has opened a new London office as the firm targets further international expansion.

The new office is located in Farringdon, which the agency said would bring it closer to clients operating within the UK’s highly competitive online sports betting market.

The Tenth Man was founded in Dublin in 2018 by former Paddy Power ad director Ken Robertson, who is widely credited for creating the tone behind the iconic brand.

Since then, the company has worked with some of the biggest names in the industry by producing creative advertising campaigns for Superbet in Europe, PointsBet in Australia and Fanatics in the US.

The business is understood to have generated around £10m of revenue in 2023, driven my major international clients outside of gaming, such as Guinness and Red Bull.

Robertson said: “I originally started The Tenth Man to be the agency I always wanted to work with during my 20 years in sports betting.

“Our services offer a cure for a long-established lack of agency understanding, both from a consumer and a compliance perspective.

The London location will be led by managing director Gethin Evans, who boasts prior experience at companies including Paddy Power, Virgin Bet and Spotlight Sports Group.

Evans added: “Having been client side for many years, repeating the education journey has been a constant frustration.

“The betting and gaming industry in the UK is a mature one, and one that needs to be fully compliant while still engaging and entertaining.”

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