Betfred Captures Football Fan Beliefs

We The Believers is by DEPT

By Creative Salon

21 August 2026

Betfred has extended “We The Believers,” its football platform created with lead agency DEPT® and brand agency Nomad, into an always-on campaign built to run across the entire domestic season. The extension follows the platform's breakout launch during the 2026 World Cup and marks Betfred's shift from a single tournament moment to a year-round presence in football culture.

Where the World Cup version tapped into one nation's shared belief, the domestic season version is built around personal belief, the conviction fans hold for their own club, week in and week out, regardless of form or league position. Same platform, different role.

The campaign runs across TV, radio, social and Betfred's owned channels including retail, with Sky as lead media partner spanning linear TV, Sky Pub, BVOD, YouTube, X and Sky Go. The work is designed to flex with the football calendar, responding to derby weekends, transfer windows, cup rounds and the season run-in as they happen.

A core part of the campaign is a new film directed by Glenn Kitson, capturing the hopes, dreams and delusions of football fans through overheard conversations. The idea extends across radio, social and digital, all the way through to Betfred’s retail and owned channels, creating a fully integrated campaign built to live throughout the season.

The platform is anchored in Betfred's own history. Founder Fred Done built the business on a bet he placed on himself in 1967, and “We The Believers” draws a direct line from that instinct to the brand's football positioning today.

Cath Ryan, Head of Brand & Customer Experience at Betfred, said: “Every fan thinks this is their season. Ours too. 'We The Believers' is about celebrating that stubborn, irrational, brilliant belief every single week, not just when there's a trophy on the line.”

Chris Boys, Group Creative Director at DEPT®, added: “Footy fans don't experience the game in ninety-minute chunks. They live it week in, week out. The conversations, predictions, superstitions and debates are just as important as the match itself. That's where we found the richest creative territory, building a campaign that reflects football as supporters actually experience it, rather than how betting brands usually portray it.”

Credits:

Creative Agency DEPT :

Creative: George Dennis, Bradley Palmer, Naomi Taylor, Joe Jordan

Group Creative Director: Chris Boys

TV Producer: Priya Shial

Director of Production: Natalie Price

Radio Producer: Zakiya Petty

Design & Animation: Ollie Catton, Laura McHugh

VP Clients: Gus McClay

Business Director: Phoebe Ord

Senior Account Director: Joe Dawson

Programme Director: Tegan McAvoy