Betfair Ambassadors Ronaldo and Rivaldo Celebrate Safe Substitution Launch

Betfair has announced the launch of its new advertising campaign, starring brand ambassadors Ronaldo and Rivaldo. The initiative aims to introduce the new product available to the bookmaker’s customers, Safe Substitution , a differential that reinforces the uninterrupted excitement of the game.

With Safe Substitution, when a player leaves the field, the bet automatically follows the change and the player who comes in to replace him will be valid for the initial bet. This means that, for example, if a bettor places a bet on a specific player to score a goal, but he ends up being substituted before completing the action, the bet will continue with the player who comes in to replace him.

The campaign, created by Ogilvy Brazil, began airing over the weekend and addresses the possibility of what Brazilian life would be like if everything had a safe replacement like the one offered by Betfair. With elements deeply rooted in the national culture, such as funk, samba, street football and the traditional barbecue with friends, the commercial features the brand ambassadors and Brazilian football idols, Ronaldo and Rivaldo, in a script that explores common unexpected events with a touch of humour and spontaneity. The aim is to illustrate how much a safe replacement is welcome to keep the fun going, and that Betfair bettors can keep cheering, no matter what happens.

“Safe Substitution is an innovative new feature that keeps the action alive by ensuring that bets are not interrupted by unexpected changes in the match. We know how frustrating it can be when your bet falls through because your favourite player has been substituted. The launch of this product means that Betfair customers will now always have the opportunity to stay in the game until the final whistle without missing out on any of the action. It reinforces our commitment to listening to our customers and delivering the best betting experiences in innovative and exciting ways for our Brazilian players,” explains Jess Wilson , senior marketing manager at Betfair.

“We prioritised a creation that exalts the joy and Brazilian spirit. The commercial seeks to connect the Betfair brand with the public in an authentic way”, says Rafael Donato , CCO of Ogilvy Brazil.

Alexander Davidson , the big, associate creative director of the account, adds, "The idea is to show that, just like football, life is full of surprises, but with ' Safe Substitution ', fun is always guaranteed. Betting with Betfair means keeping the excitement going until the end."

The presence of Ronaldo and Rivaldo in the campaign is strategic to connect the functionality of Safe Substitution with the reliability and excitement of football. The communication will also be broadcast in reduced versions of 15, 6 and 5 seconds on various digital and television platforms, ensuring broad exposure and engagement with the Brazilian public.

Safe Substitution will be available on select markets for the start of the Brasileirão 2025 for all registered Betfair users. With this new feature, the company ensures that “the player leaves, your bet stays in the game” and that there will always be a way to keep the excitement and winning opportunities alive.