In recent years, France has become an increasingly hostile market for sports betting operators who are accustomed to making over-promises in their communication. As the market gains new players, regulations become stricter. To address this unfavorable context, the brand has positioned itself as an emotion amplifier for sports entertainment rather than a mere converter of scoreboards into cash. However, after an initial campaign to establish this new positioning, the brand needed to provide concrete proof that it could truly make sports entertainment more intense.

Betclic needed a brand act that definitively positions the brand as a global player in sports entertainment, rather than just a sports betting operator.