Observed Signal · Aug 21, 2026 · Product Launch · Source: The Drum · Impact: 1/5 · Sentiment: Neutral
Betfred launches 'We The Believers' football campaign
Betfred has launched a new integrated advertising campaign called 'We The Believers' created by agency Dept and directed by Glenn Kitson. The campaign celebrates the idiosyncratic language, superstitions and optimism of football supporters through vignettes shot across pubs, pitches and suburban settings. It will run across TV, radio, social, out-of-home, retail and Betfred’s owned channels, with Sky as lead media partner, and will evolve reactively throughout the season with new creative tied to key moments. Media agency M-Fuse and production partners including Iconoclast and Sugarfree TV are credited among the campaign team.
A creative campaign launch with agency and media partner credits; notable for marketing and creative communities but not materially impactful to core AdTech infrastructure or policy.
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Key Takeaways & Evidence Grounding
- Betfred launched the 'We The Believers' advertising campaign.
- The campaign was created by Dept and directed by Glenn Kitson.
- The campaign will run across TV, radio, social, OOH, retail and Betfred’s owned channels, with Sky as lead media partner.
- Media agency M-Fuse and production companies Iconoclast and Sugarfree TV are part of the campaign credits.
- The campaign will evolve reactively through the football season with new creative produced around key moments.
Connected Companies & Entities
2 Entities mapped“Dept turns the strange language, superstitions and stubborn optimism of football supporters into a campaign built for those who get it....”
“This fully integrated campaign will run across TV, radio, social, OOH, retail and Betfred’s owned channels, with Sky as lead media partner....”
Ontology Mapping & Concepts
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