Leading Legal Bookmaker Betclic Launches New Branding Campaign, "Without You, There is No Football"

Aug. 14, 2024

Leading legal bookmaker Betclic launched a new branding campaign on August 13. After signing the largest sponsorship agreement in the history of Polish club football, covering the Betclic 1st League, Betclic 2nd League and Betclic 3rd League games, the brand presented a series of spots in which fans play the main role.

The bookmaker's new campaign includes a series of 45-, 15- and 8-second spots, as well as stadium GIFs and audio ads. The brand is also planning OOH and ambient activities and activations on Betclic's social channels. These include creative competitions, reports from stadiums led by fans and dedicated video formats created by them, focused on football matches.

The heroes of the spots are the fans. Always loyal, always devoted, regardless of the results of the teams they support. The brand wants to honor true fans through the campaign and show that anyone can be a fan. Regardless of gender, age, beliefs and lifestyle. It also draws attention to the dedication and emotions that accompany fans, who, regardless of everything, are united by their passion for football.

In the latest campaign, we are moving away from our classic approach to product campaigns with a light form and funny message. This time, we wanted to focus on what is most important in sports – the fans, around whom and for whom football games are created. Through the spots, we want to show what is most valuable to them and honor people who, regardless of the circumstances, have chosen their own course and follow it for their beloved club for better or for worse – says Bartłomiej Płoskonka, country manager of Betclic .

The creative concept of the campaign is the responsibility of 180heartbeats + JUNG v MATT. The spots were produced by the F25 production studio. The spots were directed by Michał Sierakowski, winner of the Papaya New Directors award, also nominated for the KTR award for the production Stereopsis. The story of Karol Bielecki, presenting the story of the most famous Polish handball player. The music was written by Wojciech Urbański, composer and music producer and co-creator of the RYSY project, and the voice-over was provided by actor Rafał Mohr. Media purchase was handled by Star Media. The brand is supported in the communication of the project by the K+ PR agency.

Michał Sierakowski, the film's director explained:

"I focused on capturing the emotions of supporting, trying to present them in an honest, documentary way that allows every fan to find themselves in it. I am extremely grateful for the opportunity to direct these spots, which, thanks to trust and cooperation, resulted in the creation of a unique, unconventional campaign. What's more, we shot the entire material during a single shooting day, which gave the production a special dynamic. We are also distinguished by the fact that, in addition to traditional films, most of the material was created from still photos, which we animated manually in post-production - printing, cutting, moving and scanning them to give them a unique character"

 

Joanna Bauer and Joanna Wojtach, creative team at 180heartbeats + JUNG v MATT said:

"The fans, naturally alongside the players, are the heroes of every match. This was the idea that guided us when working on this campaign. We wanted to change the perspective, move the attention from the pitch to the stands and pay tribute to those who are always there. The dedication and commitment of the fans is something that arouses admiration, which is why we are glad that we managed to involve real fans in the campaign and capture the stadium spirit."

 

A few weeks ago, Betclic became the title sponsor of the Betclic 1st League, Betclic 2nd League and Betclic 3rd League games. As part of the agreement, the brand logo will be present in the visual identification of the games - the league logos present on jerseys and advertising banners and during the broadcasts of matches on TVP Sport. What's more, the Betclic application offers free broadcasts of Betclic 1st League matches and selected Betclic 2nd League matches. The agreement was signed for 4 years and is the largest contract of this type in the history of Polish club football both in terms of value and scope. It covered as many as 108 clubs, which additionally received the opportunity to join the Betclic affiliate program, and thus additional support from the sponsor.