Betfair chooses Cubo to fight the football wars

London creative agency Cubo has landed quite a coup, becoming betting giant Betfair’s first agency of record.

Betfair is a betting exchange rather than a conventional bookmaker. Cubo starts with a campaign hymning the start of the football season in the UK, its first football campaign (its business has hitherto been based on horse racing).


Betfair director of advertising Dave Smith says: “Cubo have both a genuine love of football and an understanding of the recreational bettor, and have the capacity to develop strong creative ideas across multiple channels that integrate well. Cubo also understand that Betfair must form a meaningful and emotional connection with football bettors by embracing the culture and spirit of football.”

Cubo co-founder and director of planning Chris Walmsley says: “Our aim is to make Betfair the go-to betting site for the football season, by getting under the skin of today’s football fans. By embracing the language and culture of the sport, team rivalries, pundits chat and match day rituals, the ads tap into the fan’s memories and evoke the heart and soul of match day.”

The UK’s sports channels are awash with betting advertising, most of which seem pretty similar.

Irish bookie Paddy Power can usually be relied upon to produce something different – not always to advantage.

A while ago it appointed go-to indie agency Lucky Generals to its account, the latest in a pretty long line.

Here’s the Luckys’ debut campaign, for football as ever.

It’s OK although I wish they’d managed to persuade the client to get rid of that annoying voiceover.

The laddishness of al these betting ads just grinds you down after a while, BBH’s ‘Labdroke Life’ included.

Betfred from Brothers and Sisters seems miles better to me but I’m not usually to be found down the pub on a Sunday afternoon, placing bets on my mobile.

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