Em nome do futebol, Liga Betclic

Betclic

When no one knew who sponsored Portugal’s top football league, Betclic decided to make its name impossible to ignore. Instead of just putting a logo on the competition, we turned the naming itself into a call to action. If it’s Liga Betclic, you should literally “ligar” Betclic. So we created a nationwide movement: fans could call a hotline and bring the champion’s trophy to their town.

What followed was a journey across the country. Two TV films, radio crafted with a single actor playing multiple fans, digital content, documentaries, contests, activations, outdoors and mupis turned the trophy into a traveling symbol of passion. 

The campaign culminated on the champion’s stadium and exploded online with celebratory films that took over city LEDs. Betclic jumped from 0% to the most associated brand with the league, increased mentions, and drove record betting revenue.

A man wearing a red helmet and red jacket sitting on a red scooter with a large trophy strapped to a box behind him. The background shows a sunset sky over a rural landscape. Text overlays and social media comments are displayed on the image, with icons and statistics about football and Betclic, a Portuguese betting company.
  • An image of The Float House.
  • An image of the Float House.

When Sporting Portugal was crowned champion, we were ready for the moment. The celebration peaked with a film featuring the iconic Gyokeres mask, so powerful that it leapt from digital platforms to the LED screens along every avenue where Sporting fans gathered to celebrate.