Brief
Amplify the brand’s sponsorship of the Betfair Chase at Haydock Park and drive top of mind awareness for Betfair on the eve of the FIFA World Cup Qatar 2022.
Strategy
When two worlds collide, magic happens. We came up with a clever creative stunt that combined horse racing with football for maximum impact amongst mainstream sports bettors and enthusiasts.
We staged a ‘Race to the World Cup’ at Haydock Park on the day of the Betfair Chase - a real six-horse race, with each entry representing one of the bookies’ top teams at the World Cup - to predict the outcome of the tournament.
Leading English jockey Bryony Frost was secured to ride for England, whilst former England football manager, Glen Hoddle, was on hand for the trophy presentation and to provide additional media commentary.
Activation
Results
The stunt was a huge success, and captured media interest and coverage that went well beyond the usual horse racing spread into mainstream sports.
In addition, a full highlights package with prominent Betfair branding and coverage of World Cup odds was shown during ITV1’s main Saturday racing broadcast, watched live by millions of people across the UK.
