Online betting operator BetVictor is looking for a new creative team to manage its public image ahead of the Euro 2016 football tournament.

Campaign Live recently reported that BetVictor had sent out invitations for agencies to pitch ways to position the betting company ahead of this year’s UEFA European Football Championship, which is second only to the FIFA World Cup in terms of betting activity.

The pitch process is expected to take place by the end of February. VCCP, BetVictor’s creative team since 2012, intends to compete with the rest of the creative rabble to retain the job.

VCCP was behind BetVictor’s recent efforts to adopt a more serious tone than the jokey spots featuring comedian Paul Kaye that dominated the company’s previous brand identity. The new “no noise, no nonsense” spots that debuted in November featured two more refined, upscale ‘modern gents’ discussing the ease of wagering with BetVictor using a “simple as” theme.