We deliberately wanted to avoid the laddish humour associated with the gambling sector. Instead, we wanted to capture the serious sense of anticipation that is at the heart of sport, gambling and the Betfair brand itself.  

The company has anticipated countless innovations before its rivals and is always coming out with new ways to improve the experience for punters.
Our thinking has meant a complete brand overhaul, across multiple European markets and a totally different kind of campaign for the category.
But it can all be summed up in one word. 

Ready?