Betfair unveils Safe Substitution feature in new ad campaign

Sports betting provider Betfair has launched a new advertising campaign featuring football legends and brand ambassadors Ronaldo and Rivaldo to promote its latest feature, Safe Substitution.

With Safe Substitution, a bettor’s wager on a specific player will automatically transfer to their substitute if the original player leaves the field. For instance, if a bettor places a wager on a player to score, but that player is replaced before netting a goal, the bet continues with the substitute.

The campaign, developed by Ogilvy Brasil and debuted over the weekend, features elements of Brazilian culture, such as funk music, samba, street football, and traditional barbecue gatherings. The market campaign explores what life in Brazil would be like if everything had a Safe Substitution feature like the one offered by Betfair.

"Safe Substitution is an innovative new feature that keeps the action alive, ensuring that bets are not disrupted by unexpected changes in the game,” said Jess Wilson, Betfair's Senior Marketing Manager. “We know how frustrating it is when your bet falls apart because your favorite player was substituted.”

Alexander Davidson, Associate Creative Director at Ogilvy Brasil, added: "The idea is to show that, just like in football, life is full of surprises, but with 'Safe Substitution', the fun is always guaranteed.”

The campaign will air in various digital and TV formats, including shorter 15, 6, and 5-second versions, ensuring broad reach among Brazilian bettors. Safe Substitution will be available in select markets for the start of the 2025 Brasileirão season, offering registered Betfair users a new way to keep their bets alive.

Betfair, the official sponsor of Cruzeiro and Vasco da Gama, was founded in London in 2000 and pioneered peer-to-peer betting with the Betfair Exchange. It serves over four million customers worldwide with a full range of sports betting and online gaming products.

The company operates with licenses in 19 countries, including Spain, Italy, Malta, and Great Britain, under SPA/MF Ordinance No. 248.