Amaya has hired Crispin Porter + Bogusky (CP+B) to be the lead creative and strategic agency for its new BetStars sports book.

The Campaign website said that the London-based firm beat two other contenders in a competitive pitch overseen by the PokerStars owner.

The estimated £10m (€13.5m/$14.6m) campaign for the BetStars brand will launch in the coming weeks and will run in the UK and several other European countries.

"It is rare to be in at the start of such a journey for a brand, to help establish it and build the foundations for future success,” CP+B chief executive Richard Pinder said. “We couldn’t be more delighted to be partnering with BetStars for this launch.”

BetStars was launched in select jurisdictions in 2015 and will initially offer betting options across more than 25 sports.

CP+B worked with Paddy Power for more than three years before being replaced in March 2015.

Chris Herd, global creative director at PokerStars, added: “Their rich experience in sportbook communications coupled with our gaming pedigree should be a potent combination.”