BVGroup’s flagship brand, BetVictor, has launched brand campaign, ‘For All Your Favourite Things’, celebrating the uncomplicated thrill of sport and betting, and reinforcing the brand’s role as a trusted companion for fans.

Created by Barn Door Studios and set to authentic visuals of sporting events, the campaign features a rewrite of the classic song ‘My Favourite Things’ from The Sound of Music, with the lyrics capturing peoples’ favourite things around sport and betting, from crunching tackles and last-minute winners to the simple pleasure of placing a bet.

The campaign launches during this weekend’s biggest Premier League games, airing alongside standout fixtures including Arsenal vs Newcastle on Saturday evening and Chelsea vs Leeds on Sunday afternoon.

Media activity, led by Bountiful Cow, represents BetVictor’s largest AV investment to date. A new partnership with Sky will see the brand integrated into premium live sport, on-demand entertainment, YouTube channels and targeted digital placements via Sky Advance.

The plan also includes a data-led SVOD and BVOD strategy spanning ITVX, Channel 4, Prime Video and Netflix, alongside digital and social platforms. Using Bountiful Cow’s Connect planning platform, the agency has built and activated bespoke audiences of sports fans to ensure BetVictor appears in the right place at the right time.

Richard Walters, director of brand and creative at BetVictor, said, “‘For All Your Favourite Things’ captures what BetVictor stands for today – a premium, straightforward experience that enhances the thrill of sport.

“When done right, we believe that gambling is a simple pleasure; one that we love connecting our customers to. We wanted to celebrate the moments that matter most to sports fans.”

​Matt Lever, founder at Barn Door Studios, said, “Anybody who enjoys having a few quid on a Saturday acca knows that betting can be one of life’s simple pleasures. We wanted to portray sport and betting in an authentic way that eschews the cliches of the category and shows that, done responsibly, betting with BetVictor can be one of our favourite things”.

​Adam Foley, CEO of Bountiful Cow, said, “This is BetVictor’s most ambitious AV plan to date. It’s all about the love of sport and responsible betting – and we’re showing up when it matters most. We’ve prioritised premium moments around live sport to create fame and used smart audience data targeting in streaming to achieve that.”