Betsson Launches “The Betsson Football Festival” – A New Global World Cup Campaign, TVC and Anthem

Betsson is launching a new global World Cup campaign titled The Betsson Football Festival, a concept built around the passion and energy of football fans worldwide. The campaign positions the World Cup as a global celebration that brings people together through the shared excitement of the game, even in markets without a national team participating in the tournament. At its core, the concept reinforces Betsson’s long‑standing message that betting is about elevating excitement and amplifying the entertainment of sport.

Developed primarily in‑house, the new TVC captures the atmosphere of a worldwide street festival, following fans from across the globe as they prepare for the World Cup. Shot in Argentina in March, the production resulted in 15 main videos and more than 100 local versions, enabling the campaign to be adapted seamlessly across Betsson’s international markets.

A standout element of the campaign is Betsson’s new song “Forever (la la leh)”, written by Andréas Pfannenstill, known for his work with Gwen Stefani, Gym Class Heroes and Sean Paul. The football anthem drives the rhythm of the TVC and is designed not only for this World Cup, but also as part of Betsson’s long‑term musical identity. The song is now available on Spotify. 

To ensure local relevance across markets, Betsson has used AI technology to adapt the campaign with market-specific visual elements, including jerseys, colours and cultural references. The TVC also integrates several Betsson ambassadors, including Zaira Nara, Jazmín Pinedo, Diego Rebagliati, Talía Azcárate and Nicole Moreno.

“The World Cup is one of the few moments that truly brings the world together, and we wanted a campaign that reflects that spirit,” said Ronni Hartvig, Chief Commercial Officer at Betsson Group. “The Betsson Football Festival puts fans at the centre and blends entertainment, football culture and local relevance across markets. From the anthem to the ambassador integrations, it’s designed as a long‑term international brand platform. And beyond the campaign itself, Betsson will bring the festival feeling to fans and our customer through content, special World Cup offers and a range of engagement experiences.”

Betsson Group’s flagship brand has seen strong international growth, particularly in Latin America, and continues to strengthen its in‑house international creative hub to deliver global concepts with local relevance. The Betsson Football Festival reflects this approach, combining a global creative platform with tailored market executions designed to resonate with football fans across Betsson’s international footprint.