Bwin launches new fan-led advertising campaign
Entain-owned sportsbook launches new advertising campaign in its capacity as UEFA’s official partner
Bwin has launched its ‘Love Knows No Boundaries’ advertising campaign in seven key markets across TV, online and in stadiums.
The ads will launch across all these mediums in Austria, Belgium, Bulgaria, Denmark, Germany and Greece. However, the ads will only appear on TV in France. All of the ads will be localised to each market.
An English-language version will also be displayed on screens during UEFA Europa League and Europa Conference League fixtures.
Bwin has been the sponsor of UEFA’s second and third-tier European tournaments since last year, and this campaign will focus on the fans’ love of the game.
The ad features a supporter travelling to a fixture on a coach, another fan marching with fellow fans whilst banging on a drum, a third standing in front of a cheering crowd in the rain with match footage, fans waving club flags and a team carrying a trophy. The advert ends with the tagline ‘This is our game’.
Stephan Heilmann, bwin MD of Europe, said: “With the Europe-wide rollout of our new campaign, we at bwin are taking an important step towards an internationally uniform and distinctive brand positioning for customers.
“This will see us consistently position bwin in premium environments throughout national and international football to make it visible to our customers wherever the ball is rolling.”
Heilmann went on to explain what partnering with UEFA and other governing bodies will mean for the bwin brand. He said: “By partnering with the UEFA Europa League and the new UEFA Europa Conference League, as well as the DFB competitions and our club partners, we have created an important basis to emphasise our claim as a market leader in terms of quality and responsibility.
“From this platform, which also includes corresponding partnerships in other countries, we aim to reach fans in regulated sports betting markets around the world.”