Betfred Bets on Football Faith With DEPT's 'We The Believers'
Betfred has taken its World Cup brand platform into the domestic season with 'We The Believers', an always-on football campaign led by DEPT and brand agency Nomad, with Sky as lead media partner.
From World Cup Burst to Always-On
Betfred has extended its World Cup brand platform into the club season with 'We The Believers', an always-on football campaign led by DEPT with brand agency Nomad. Built around overheard fan conversations, it captures the hopes, dreams and delusions of supporters.
The platform is designed to flex week-to-week around derbies, transfers and cup ties, with Sky as lead media partner across linear TV, Sky Pub, BVOD, YouTube, X and Sky Go. The core film is directed by Glenn Kitson.
Why 'Always-On' Beats the Big Burst
Traditional bookmaker marketing has leaned on big seasonal bursts. Betfred's shift to an always-on platform reflects a wider truth: brands that show up consistently in the moments fans care about build stronger memory structures than those that appear only around tentpoles.
Anchoring the idea in authentic fan talk is what gives it staying power. A flexible platform that can react to this weekend's story feels native to football culture, not bolted onto it — the difference between being in the conversation and interrupting it.
What Marketers Can Learn
The takeaway for any brand is that a reactive, culturally-fluent platform can outperform a one-off spectacular. Build a flexible creative system — a recognisable device you can refresh weekly — rather than betting everything on a single hero film.
For regulated categories like betting, tone matters too. Leaning on shared fan emotion rather than the odds keeps the brand likeable and, arguably, more responsible — a reminder that how you talk is part of the product.
Quick FAQ
What is Betfred's 'We The Believers' campaign?
It's an always-on football brand platform from Betfred, created by DEPT and brand agency Nomad, built around overheard fan conversations and designed to flex weekly around fixtures, with Sky as lead media partner.
Which agencies made the Betfred campaign?
DEPT led the campaign with brand agency Nomad, and the core film was directed by Glenn Kitson.
Why are brands moving to 'always-on' campaigns?
Always-on platforms let brands show up consistently in culturally relevant moments, building stronger memory and relevance than occasional big bursts — especially in fast-moving categories like football.
Betfred gets something a lot of brands miss: football isn't an event you sponsor a few times a year, it's a weekly soap opera. An always-on platform that speaks fluent fan will always beat a shiny one-off. Consistency, in the right voice, is the real bet. — Daniel Nikolla, Founder of Merx Marketing
The takeaway: in fast-moving culture, a flexible platform you can refresh weekly beats a single blockbuster you can't.
Is your brand built to react to this week's story — or only to launch once a season?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: LBBOnline, Creative Salon and The Drum.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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