Betfair

The challenge

Betfair had an established reputation in horse racing with its offer of superior odds providing the betting market with a fairer alternative. We were charged with broadening their scope and communicating the move from their heartland into other sports markets.

The idea

‘Betfair or Less fair’ captured the essence of the brand and their promise. Our sponsorship of the Ashes test series captured this through a series of break bumpers and collateral.

The reaction

A seismic change in the Bet Fair business model which, following the biggest one day market ever through the cricket initiative, stimulated their expansion into other sports including football.

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