Stan James, the Leading UK in-play bookmaker, wanted to choose one men's magazine partner to deliver their objective of becoming the choice for no nonsense, straight-up football betting during (and beyond) the 2010 Football World Cup. With sporting and betting interest at fever pitch during the World Cup, Stan James were looking for a partner to give them standout in a crowded and competitive market. FHM's young male audience made it a natural choice but it was FHM's willingness to integrate Stan James' messages into our editorial plans that provided all the added value.

To establish Stan James as the choice for no nonsense, straight-up football betting during (and beyond) the 2010 Football World Cup.

FHM was the ideal candidate for the campaign from its position as number one UK men's lifestyle magazine. Impact was created via a unique and bespoke advertorial gatefold inside front cover, setting up Stan James as the official betting partner of FHM. The association with football was delivered via sponsorship of a co-branded 68pp Alternative World Cup Fan's guide, with integrated "bets of the day" for each country throughout, and an entertaining guide for explaining the World Cup to a girlfriend. Finally the association was strengthened via an engaging 4 page feature.

The campaign was echoed on FHM.com with a high impact campaign over the course of the World Cup, with branded editorial, high volumes of media and a competition that generated huge levels of engagement - over 17,000 users over the campaign period - one of FHM.com's most engaged-with campaigns of the year.

'StanJames.com was proud to be the official betting partner of the FHM World Cup coverage. We delivered a programme of activity that kept FHM fans entertained and delighted by the fantastic betting offers provided by StanJames.com - response was overwhelming proving to be their most successful World Cup ever'. - Jane Kesley, Director, Village Green