Lida will work on the company's strategic planning and brand positioning, as well as producing acquisition and retention direct marketing campaigns across several European markets.
The agency will work closely with Sapient Interactive, appointed as Sportingbet's lead digital agency last month.
Sportingbet previously produced most of its advertising in-house. Last year, the Polish agency Astroman produced a poster campaign for Paradisepoker.com featuring the model Caprice.
Sportingbet's relationships with the BD Network and Pacific Media Worldwide, which handle European sales promotion and media planning respectively, are not affected.
Dave Hobday, the chief operating officer at Sportingbet, said: "Lida's appointment represents the next stage in Sportingbet's brand development as we strengthen our European gaming offering."