Penalty Champions


Create a campaign to integrate Betfair's FC Barcelona and Manchester United sponsorships, dramatise the Betfair exchange, and drive digital engagement at scale with the clubs' fans.



A once in a lifetime opportunity for Barca and United fans: the chance to score a goal in front of a sell-out matchday crowd at Camp Nou and Old Trafford.

The Betfair Penalty Champions campaign took Barca and United fans on journey from placing a bet, to a home and away half-time penalty shoot-out between fans from the two clubs.

Every £10 football bet entered fans into the campaign, driving incremental revenue. Ten entrants from each club were chosen to take part in exclusive penalty training days hosted by club legends at Barca and United’s training grounds. The contestants’ best penalties were filmed and posted on the campaign hub, for a vote to decide which fans would become Penalty Champions.



Promoted through FC Barcelona’s facebook page, Manchester United’s digital channels and an extensive social media campaign, over 142,000 Penalty Champions votes were cast, resulting in six finalists being chosen to represent their clubs in the two-legged shoot-out.

Through the recruitment, selection and shoot-out phases, we helped to deliver significant incremental revenue, new customer acquisition, engaging online digital content, and 19 pieces of UK media coverage. The Synergy Events team managed all on-the-ground activation at the club training grounds and, of course, the matchday shoot-out experience for the six lucky winners at Camp Nou and Old Trafford – won by Manchester United!