With Safe Substitution, when a player leaves the pitch, the bet automatically follows the change, and the player who comes in as a substitute takes over the original bet. This means that, for example, if a bettor places a wager on a specific player to score a goal but he is substituted before completing the action, the bet will continue with the player who replaces him.
The campaign, created by Ogilvy Brasil, began airing over the weekend and explores what life in Brazil would be like if everything had a Safe Substitution feature like the one offered by Betfair.
With elements deeply rooted in Brazilian culture—such as funk music, samba, street football, and the traditional barbecue with friends—the commercial features brand ambassadors and Brazilian football legends Ronaldo and Rivaldo. The script humorously and spontaneously portrays everyday mishaps to illustrate how a safe substitution is always welcome to keep the fun going, ensuring that Betfair bettors can continue cheering, no matter what happens.
"Safe Substitution is an innovative new feature that keeps the action alive, ensuring that bets are not disrupted by unexpected changes in the game. We know how frustrating it is when your bet falls apart because your favorite player was substituted," explains Jess Wilson, Betfair's Senior Marketing Manager.
"The launch of this product means that Betfair customers will always have the opportunity to stay in the game until the final whistle, without missing any excitement. This reinforces our commitment to listening to our customers and delivering the best betting experiences in an innovative and thrilling way for our Brazilian players," she adds.
"We focused on creating something that celebrates Brazilian joy and spirit. The commercial aims to connect the Betfair brand with the audience in an authentic way," says Rafael Donato, CCO of Ogilvy Brasil.
Alexander Davidson, also known as "Big," the Associate Creative Director for the account, adds: "The idea is to show that, just like in football, life is full of surprises, but with 'Safe Substitution', the fun is always guaranteed. Betting on Betfair means keeping the excitement alive until the very end, without worries."
The presence of Ronaldo and Rivaldo in the campaign is a strategic move to link the Safe Substitution feature to the reliability and thrill of football. The campaign will also be aired in shorter versions of 15, 6, and 5 seconds across various digital and television platforms, ensuring broad exposure and engagement with the Brazilian audience.
Safe Substitution will be available in select markets for the start of the 2025 Brasileirão season for all registered Betfair users. With this new feature, the company guarantees that "the player leaves, but your bet stays in the game," ensuring that the excitement and winning opportunities remain alive.
One of the world’s largest online sports betting providers, Betfair is an official sponsor of Cruzeiro and Vasco da Gama. Founded in London in 2000, the company pioneered peer-to-peer betting (Betfair Exchange) and manages a full suite of sports betting and online gaming products for over four million adult customers worldwide.
Thanks to its cutting-edge technology, the platform offers a wide range of products that allow users to bet with their own odds or those set by other users. Betfair is licensed to operate online betting and other gaming services in 19 countries, including Spain, Italy, Malta, and Great Britain, under SPA/MF Ordinance No. 248.
Source: GMB
