Betfair leverages football sponsorships in new Play Smart ad campaign

Betfair has launched a new marketing campaign called Play Smart, designed to leverage the operator’s existing partnerships with Arsenal, Barcelona and Juventus.

The campaign consists of four online films, using 12 renowned football players, including; Bernd Leno form Arsenal, Leonardo Bonucci from Juventus and Philippe Coutinho from Barcelona.

The films convey how the football players assess, predict and anticipate moves before they happen, on and off the pitch, in a bid to emphasise Betfair’s position as the place for smart bettors and a platform that embodies ‘Playing Smart’.

“We set out to create a digital led campaign, that would leverage our high-profile partnerships with FC Barcelona, Juventus and Arsenal to support our international growth,” said Stephen Mault, brand director at Betfair.

“The creative positions the brand as the destination for the smart bettor, while building association between the brand and our high-profile partners. We’re delighted with the creative and the output is testament to the combined effort of brand and agency.”

The campaign, developed with agency Leo Burnett, will be supported on social channels including with a series of tactical short form edits, designed to drive viewers to watch the three club films.

The edit featuring FC Barcelona’s Philippe Coutinho was also first broadcast on TV in Spain on Tuesday 12^th February.

Liam Hopkins, board account director at Leo Burnett London, added: “Betfair have managed to navigate a whole series of parameters to deliver a pioneering campaign in under one hour for each club shoot.

“They have positioned themselves as the place for people who ‘Play Smart’ and showcased their fantastic football sponsorship portfolio at the same time in this truly collaborative effort”.

The campaign is the evolution of Betfair’s ‘Where Gut Instinct Meets Smarts’ brand positioning.