Sports Stars Tony Bellew, Leon Osman and Yakubu Feature in Rousing SportPesa Ad

Global betting brand SportPesa launched a marketing campaign in the UK over the weekend, encouraging sports fans to take every opportunity that comes their way through an emotive TV campaign.

The advertisement, created by global sports marketing agency CSM, is shot from the point of view of the consumer. It highlights the brand’s positioning ‘Take Every Opportunity’ and what this means to their target demographic (18-35 year old males) – seeking out experiences and seizing the moment through the power of sport.

Creatively, the brand’s messaging is reinforced by a voiceover with extracts from Theodore Roosevelt’s famous ‘Man in the Arena’ speech, which celebrates the strength and commitment of individuals who are willing to take their chance: "It is not the critic who counts. The credit belongs to the man who is actually in the arena; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement."

From finding a gap in the line on the rugby field and scoring a try or taking the winning penalty in a 5-aside football match, the TV commercial features a collection of moments where everyday people have seized their opportunity in the sporting arena.

The brand – that currently employs 80 people in its Royal Liver Building European HQ - consciously selected a number of locations around the local area, including Leasowe Bay, Port Sunlight Tennis Club, Wallasey Rugby Club, Salisbury ABC, Kelsall Hill and Whitby Sports and Social Club.

Shaun Simmonds, head of marketing for SportPesa commented: “SportPesa is passionate about sport and taking every opportunity. Our brand positioning is at the heart of everything we stand for, whether it’s supporting professional or grassroots clubs, our Kits for Africa initiative, or providing unique global opportunities for African and European clubs to play each other."

The 30-second commercial will be aired ahead of Liverpool v Arsenal on BT Sport, Saturday November 3 and supported by SportPesa’s social channels, underpinned by the brands hashtag #MakeItCount.