A new campaign from Betsafe, called ‘Ovecome The Odds’, pits football against rugby as it aims to establish once and for all which sport involves greater skill.
This video content series leverages the betting brand’s partnerships with Manchester City FC and Saracens RFC and features several players from both clubs.
The videos see stars of the current Premier League leaders and European Rugby champions compete in a series of athletic challenges – from kicking into a 20m high crane and shooting at goal in the face of a wind machine, to catching balls through a wall of smoke.
‘Overcome The Odds’ has been developed by Betsafe in harness with sport, entertainment, experiences and lifestyle agencies Fuse and Pretty Green.
City’s team of Sergio Aguero, Fernandinho, Nicolas Otamendi and Danilo is captained by former club keeper Shay Given, while the Saracens squad of Jamie George, Schalk Burger, Ben Spencer and Richard Barrington is skippered by Jim Hamilton.
Betsafe’s battle of Britain’s sporting giants started on 8 January with a launch video called ‘The Drop’
In addition to launching on the brand’s YouTube channel, the campaign is running across Betsafe’s other digital and social platforms (as well as getting a bit of amplification from the agency too).
.@ManCity & @Saracens aim to settle the great Football vs Rugby debate in our latest work with @betsafe
With the odds stacked against both teams, who will come out on top?
Keep your eyes peeled for 20m cranes, wind machines & more over the next 3 weeks. #OverComeTheOdds https://t.co/c2pDDGSTD4
— Fuse (@Fuse_Agency) January 8, 2018
“Football vs rugby is a debate that is had throughout the UK,” explains Betsafe UK/ROW managing director Nicola Filton.
“As Manchester City and Saracens are both at the top of their respective sports, we wanted to push them both as far as we could to find out if they have what it takes to ‘Overcome the odds’ in a series of fun and engaging situations, which will be unveiled across the next few weeks. Betsafe are immensely proud of our association with both clubs.”
Comment:
This New Year initiative is neatly/fortuitously timed as both clubs have started the year is impressive style.
This new campaign follows on from Betsafe’s late 2017 ‘Walk Of Adversity’ wave of marketing which also leveraged its partnerships with Manchester City and Saracens, as well as with some of its other sports tie-ups such as Conor McGregor, Tony Bellew and , jockey Sam Twiston-Davies (see case study).
The online bookmaker and gaming brand – which is building something of a reputation for solid, bespoke sports sponsorship activation in partnership with its bespoke betting offers – is operated by BML Group Ltd (owned by Swedish Betsson AB and listed in Nasdaq Stockholm).
Links:
Betsafe
https://www.youtube.com/user/betsafecom
https://www.facebook.com/BetsafeOfficial
https://twitter.com/Betsafe
https://instagram.com/Betsafe
https://www.snapchat.com/add/TeamBetsafe
https://www.betsafe.com
Fuse
Pretty Green
