Our Work


Art Direction
Graphic Design


To provide creative solutions for major sporting events that BlueBet could capitalise on in real time and with impact. Despite the numerous creative and regulatory hurdles faced by betting agencies and non-rights holders in the sports realm, the goal was to enable BlueBet to swiftly join the online discourse surrounding key calendar events immediately after results are revealed.


BlueBet sought to shake up the world of traditional betting agencies with an approach that had a strong emphasis on delivering creative content that aligned with the brand's distinctive tone and cheeky humour. To achieve this, Sport Design Australia heavily relied on illustrative works, ensuring that each design maintains a sense of playfulness and relatability while delivering results-driven designs.

BlueBet's investment in this creative output serves a dual purpose — it not only allowed them to break the boundaries of traditional graphics when it comes to results-driven content, but it also extends their brand's unique tone of voice and created an emotional connection with fans.

The use of illustrations allowed the SDA creative team to play with various elements within each design, sparking additional conversation, banter and engagement that conventional imagery, photography, and other design elements might fall short of achieving.


The purpose of this investment was to ensure BlueBet remained relevant with their audience and engaged followers at key moments to sign them up or to entice them to make a bet. While their traditional social coverage includes trading tips, head-to-head analysis, and betting odds, this strategy adds a complementary layer, proving remarkably effective in engaging their audience and portraying the brand's personality, well beyond the scoreboard.

SDA and BlueBet have worked together for over 12 months with a focus on major sporting events like the NRL and AFL Grand Finals, significant racing meets, marquee UFC fights, The Ashes, State of Origin, and more.

This partnership aims to continually enhance the experience of these major sporting events, promising further elevations over the next 12 months.

"Sport Design Australia has quickly become a go-to provider for BlueBet for highly engaging sports content. What’s impressive is both the breadth of sports knowledge they possess, but also the variety of designs and concepts they’ve provided in response to briefs.  

Having this resource in a centralised spot has made the process super simple which is key."

Richard Hummerston - BlueBet - Head of Content