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Sports stars help launch Betsafe’s Walk of Adversity

A host of global sports stars are the focus of a new Betsafe integrated advertising campaign titled ‘The Walk of Adversity.’

A number of brand ambassadors are amongst those featured in the ad, and include MMA star Conor McGregor, boxer Tony Bellew, jockey Sam Twiston-Davies plus a smattering of stars from Rugby Union outfit Saracens and football side Manchester City.   

McGregor, who also narrates the launch ad, commented: “‘Passion overcomes the odds’ is something that resonates with me because I overcame my situation through pure determination and dedication to success.

“I am proud to be a Betsafe ambassador and lead this campaign because we share the same commitment to success. Filming this campaign was an amazing experience, and I can’t wait to tell my story to my incredible fans across the world.”

The campaign forms the second phase of the ‘Passion Overcomes the Odds’ creative idea established earlier this year, and tells tales of struggles, adversity and odds faced by Betsafe’s ambassadors, before they take to their respective sporting arenas to overcome them.

Nicola Fitton, Managing Director for Betsafe UK, Ireland and ROW, said: “Our previous ‘Passion Overcomes The Odds’ campaign did a fantastic job of showcasing the moments when an underdog defies the numbers stacked against them to produce astonishing sporting achievements.

“With ‘The Walk’, we wanted to take this a step forward and provide a genuine insight into the preparation Betsafe ambassadors put in before they step out to produce these performances in their respective arenas.

“To be able to bring the likes of Conor, Manchester City, Saracens, Tony and Sam Twiston-Davies together in one concept like this is an achievement we are really proud of.”

The fully integrated campaign, developed by creative marketing agency SNAP London, is running in the UK, Ireland and Norway, and is set to be followed up with a series of online films for each individual or club.

Louisa Tapper, Managing Partner at SNAP London, added: “The team at Betsafe have done an amazing job pulling together such an impressive stable of ambassadors. We wanted to do them justice with an emotive and powerful campaign that gives you goosebumps and embodies the excitement and anticipation of attending a sporting event.”

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