Sky Bet Launches 'The G.O.A.T. Is a Horse' Creative Platform for Cheltenham Festival

Sky Bet and Anomaly are proud to announce the launch of a bold new campaign and always-on racing platform for Cheltenham Festival, redefining the debate around the world’s greatest athlete. In a sport where raw speed, power, and grace reign supreme, this campaign delivers a clear message: the "G.O.A.T." (Greatest of All Time) isn’t a human athlete — it’s a thoroughbred racehorse. 

For decades, we’ve assumed the G.O.A.T. must be human; that perhaps Serena, Cristiano, or Lewis are the rightful owners of this title. But through a compelling and witty lens, Sky Bet’s latest campaign challenges this, elevating the thoroughbred racehorse to the true pinnacle of athletic greatness. With an ability to run 45mph, jump 8ft weighing half a ton, AND compete with a human on their back…is there really any competition? 

The collaborators who brought this campaign to life were chosen specifically for their track record in capturing the world’s greatest athletes, and working for the biggest sports brands. Cheltenham-born director Leigh Powis’s vision for the film, along with photographer Thomas Prior’s skill at immortalising the ‘horse form’, create a campaign that is equal parts cinematic, athletic, and playful. 

Camilla Harrisson, CEO and partner at Anomaly said, “We were thrilled to be appointed by Sky Bet and this first campaign together is a testament to our shared creative ambition: ‘The G.O.A.T. is a Horse’ is charged with attitude and swagger, intended to catapult horse-racing from the sidelines of sports culture, straight into the heart of the fan conversation.” 

Coral Cranmer, marketing director at Sky Bet said, “In a category so used to shouting about price and promos in order to grab attention, it has been a real pleasure instead to focus on the amazing athletes that make sports so entertaining for our fans. We were so delighted with the bold vision of the G.O.A.T presented by the team at Anomaly and how they have truly understood the assignment to bring a huge dose of Sky cinematic magic to our Cheltenham campaign.” 

The campaign will roll out across TV, digital, social, and out-of-home platforms, positioning Cheltenham as the must-watch event of the racing calendar. Designed to live well beyond the festival itself, the new racing platform establishes Sky Bet as the definitive brand for horse racing enthusiasts year-round.

With an irreverent twist on the G.O.A.T. conversation and a premium production approach, Sky Bet’s campaign brings a dynamic energy to the sport—ensuring the Cheltenham Festival remains an unmissable cultural moment.