Sport and Motion
Betfair
Revolutionizing Sports Advertising with Authentic Athlete Casting
The Brief
Betfair, one of the UK’s leading betting companies, sought to overhaul their visual identity by rebranding their online sports assets. Their goal was to create a cutting-edge stills campaign that would capture high-impact, authentic sports action, reinforcing their status as a premium, modern betting platform.
To achieve this, Betfair required elite sports talent casting, movement choreography, and sports consultancy to ensure that every captured moment resonated with realism. Moving away from outdated stock imagery, the brand wanted a campaign that was as dynamic and fast-paced as the sports it represents.
Our Creative Solution
At Sport & Motion, we specialize in sourcing the highest-caliber sports professionals, semi-pro athletes, and elite movement specialists to ensure advertising campaigns achieve genuine authenticity. Our roster features over 2,000 professional athletes spanning 20+ sports, allowing us to provide tailored solutions that bring advertising visuals to life.
For Betfair, we meticulously handpicked 10 top-tier athletes across a diverse range of sports, ensuring that each talent had an active playing career, exceptional athleticism, and on-camera presence. This selection process set the foundation for a campaign that would stand out in the competitive sports advertising space.
In addition to casting, we implemented specialized sports choreography and movement direction to ensure each image captured the explosive energy, technical precision, and authentic form of real-world athletic performance. Our expertise in sports movement coordination allowed us to direct poses and actions that felt natural, high-energy, and visually striking.
The Results
The final campaign showcased visually compelling, high-impact action shots, seamlessly integrated with Betfair’s iconic black and yellow branding. Each athlete was captured performing their sport at its peak—a boxer mid-punch, a golfer in the perfect swing, a cricketer executing a powerful shot, and an equestrian in mid-stride.
By incorporating unconventional camera angles, authentic motion sequences, and dynamic sports choreography, we transformed a standard stills campaign into an immersive sports experience that resonated with both seasoned bettors and new audiences.
Betfair’s slogan,“Playing different is what we do.”, was brought to life in a way that competitors simply couldn’t match. The campaign positioned Betfair as an innovator in sports marketing, reinforcing their brand as a leader in the betting industry.
Why Sport & Motion?
Unlike other sports talent agencies, Sport & Motion stands out due to:
- Unrivalled athlete database featuring professional, semi-pro, and academy-level talent.
- In-house sports movement directors and choreographers ensuring every action looks and feels authentic.
- Industry-leading talent recruitment software, cutting costs and optimizing casting efficiency.
- A diverse, global talent network, allowing us to meet any campaign brief across any sport.
For brands looking to create world-class sports advertising campaigns, Sport & Motion is the ultimate partner.
