Betfred team up with Stuart Pearce for New Ad Campaign

Betfred has grown from a single shop in Salford in 1967 into one of the UK’s largest bookmakers with over 1,370 betting shops and a turnover of more than £3.5 billion. The Betfred casino was launched in 2005 and has quickly grown to become one of the world’s largest operations. Powered by Playtech the casino delivers players an excellent selection of slots, table games, poker and live casino. Betfred are well known for their high-profile sponsorship deals and marketing campaigns, in particular, their sponsorship of sporting teams and events. The company is currently the main sponsor of the English Rugby Super League, the World Snooker Championships, The Scottish League Cup and the shirt sponsor of Championship football club Bolton Wanderers. For their latest advertising campaign, the company has teamed up with former Nottingham Forest and England footballer Stuart Pearce.

A Winning Combination

England Legend Stuart Pearce has been announced as the face of Betfred’s latest Sky Sports TV campaign. The series of 6 TV adverts and social media content has been produced by Liverpool based media company Zut Media. It’s not the first time that Pearce, who won 78 caps for England, has appeared in a campaign for Betfred. last summer he could be seen promoting the company’s Euro 2016 promotions and before that he launched the company’s voice recognition feature on their app. Speaking about the partnership Pearce said: “This is my third campaign with Betfred. The shoot was great fun, I really enjoyed it and I’m looking forward to seeing the ads on TV.”

Head of Marketing at Betfred Gemma Strath added “After working with Stuart for the last 12 months we went out to our customers to get their views – and the vast majority loved him. Our punters think Stuart is a great fit for Betfred. He’s a ‘no nonsense’ kind of guy much like Fred and we used this to fuel our initial creative sessions with Zut Media.”

Football Nostalgia

The theme of the campaign is football nostalgia with Pearce reminiscing about the simpler days of football when he played the game. With retro 80’s and 90’s backdrops Pearce compares the traditional aspects of football with the modern-day game while highlighting the betting opportunities available at Betfred. Gemma Strath said: “Our overarching theme was ‘Nostalgia’ which positioned Stuart as the ‘voice of truth’ in today’s modern game and I am really looking forward to sharing this campaign with our audience”.

Liverpool based advertising Zut Media was tasked with creating the entertaining and informative ads. They aimed to deliver Betfred’s vision of a trip down memory lane with plenty of laughs along the way. Zut Media Producer and Co-Owner Mark Haddock said: “The shoot was a lot of fun with an 80’s inspired living rooms set, classic retro footballer perms and an iconic ‘brick’ mobile phone. There are also some cheeky references to Stuart’s famous Italia 90 World Cup penalty miss. We believe the six adverts really cut through and will strike a chord with modern-day fans looking to have a punt when what promises to be an absolutely fascinating new season kicks off later this month.”