Betfair launches “Play Smart” campaign

Betfair’s has launched its latest campaign “Play Smart” involving world-class talent from Barcelona, Arsenal and Juventus. The new campaign will underline Betfair’s position as the place for smart bettors to land their winners.

The Play Smart campaign, devised by Leo Burnett London, is the sponsorship evolution of the Betfair campaign “Where Gut Instinct Meets Smarts.” It builds on the cognitive process of blending instincts, intelligence and competitiveness and the ability to “Play Smart.”

Stephen Mault, brand director at Betfair, said: “The creative positions the brand as the destination for the smart bettor, while building association between the brand and our high-profile partners [Arsenal, Barcelona and Juventus].”