Global Football Strategy


Create a global sponsorship strategy and platform to spearhead Betfair's entry into football, bring to life the Betfair exchange model  which enables fans to set their own odds for better prices and bet against each other  and drive consumer engagement and acquisition at scale.



Leverage the rich territory of football rivalries and put the fans first in all activations to make Betfair engaging and credible and dramatise the Betfair exchange.

Re-imagine a football sponsorship contract and activation strategy for a digital-first brand.

Global analysis of potential football sponsorship assets and routes to market.

Negotiation of customised partnerships with FC Barcelona and Manchester United, two iconic clubs with huge fanbases and legendary rivalries.


Accelerated global awareness of Betfair as a brand for football betting.

Rapid market share growth driven by direct marketing to the two clubs' huge global fanbases and brand marketing to the wider football betting community.