Betfair showcase new marketing campaign ‘Play Smart’


Betfair’s latest campaign ‘Play Smart’ launched this week using world-class talent from Barcelona, Arsenal and Juventus to underline our position as the place for smart bettors to land their winners.

The Play Smart campaign, created by Leo Burnett London, is the sponsorship evolution of the Betfair campaign ‘Where Gut Instinct Meets Smarts’, and builds on the cognitive process of blending instincts, intelligence and competitiveness and the ability to ‘Play Smart’.

Stephen Mault, brand director at Betfair, said: “The creative positions the brand as the destination for the smart bettor, while building association between the brand and our high-profile partners Arsenal, Barcelona and Juventus.”

One film shows Arsenal striker Pierre-Emerick Aubameyang testing teammate Bernd Leno, from whose perspective the viewer sees the move play out.

The campaign will be supported on social channels including Facebook, YouTube, Instagram and Twitter with a series of tactical shorter edits designed to drive viewers to watch the three club films.