Company: Paddy Power Betfair
Brand value: US$967 million
Change since 2019: -12%
Headquarter city: London and Dublin
Year formed: 2000
Betfair is an online gambling service with a focus on sports fans looking to place bets online. The brand has been a strong advertiser on television, using tongue-in-cheek advertising to help it stand out in a highly competitive market. In the past year, however, it has shifted its focus from TV to digital communications, a move that coincides with an agreement by the biggest betting services in the UK not to advertise “whistle to whistle”, during live sporting events. The new approach involves a series of 40 short videos created primarily for use online, in which real-life scenarios and analogies are used to help simplify the betting process. The films take inspiration from Oscar-winning film The Big Short; they are fronted by actor Clive Owen, and promote the Betfair Betting Exchange, a peer-to-peer betting system. During the COVID-19 lockdown in the UK, Betfair was among a group of betting brands that pulled their TV and radio advertising at the request of MPs. Advertising time that had already been booked and could not be cancelled was replaced with safer gambling messages and donated to charities.