the business challenge

With both the 2024 UEFA European Football Championship and 2024 Copa América captivating global audiences between June 14 and July 14, Betway set out to strengthen its connection with Ontario’s passionate sports community.

The challenge was to cut through a crowded sports and gaming marketing landscape and engage fans in a way that felt authentic, social, and personal — while reinforcing Betway’s brand as a trusted, entertainment-first destination for sports fans.

Betway needed a dynamic, high-impact activation that would:

Bring fans together under one communal, high-energy destination.

Deliver brand awareness and positive affinity.

Integrate seamlessly across experiential, influencer, digital, and CRM channels.

the solution

To achieve this, Betway transformed a destination downtown into Toronto’s ultimate football fan village.

Across 41 live matches (30 Euro Cup and 11 Copa América), the venue became a vibrant, immersive environment celebrating the global spirit of soccer through design, community, and surprise moments of delight.

Key Activation Elements

• The Betway Clubhouses:

Two fully branded VIP lounges featuring private screens, foosball and ping pong, custom décor, and a premium hospitality vibe. These spaces hosted customers, influencers, agency partners, and contest winners for a truly exclusive matchday experience.

• Surprise & Delight Moments:

Betway Brand Ambassadors (BAs) scouted passionate fans — those decked in flags, jerseys, and face paint — and upgraded them to the Clubhouse for a complimentary VIP experience and hospitality credit.

• On-Site Fan Contests:

Fans entered to win “The Ultimate Soccer Fan Experience in London” by scanning branded QR codes or connecting with BAs roaming the venue.

Entries were also collected through venue newsletters and digital touchpoints.

• Immersive Branding:

Betway signage, branded décor, and creative details filled the space — from umbrellas and banners to foosball paddles, pillows, screen ads and projection gobos — turning every inch of RendezViews into a cohesive, photogenic Betway playground.

• Community & Play Zones:

A custom Beach Soccer court and outdoor games encouraged social participation, while on-site events and influencer-hosted gatherings extended the campaign’s digital reach.

the resultS

The Betway x RendezViews collaboration delivered record-breaking engagement and cemented the destination as Toronto’s headquarters for Euro Cup and Copa América fans.

Media & Public Response

Featured across top local media including BlogTO, NOW Magazine, Virgin Radio, View The Vibe, Curiocity, and Tandem Experiences as one of Toronto’s best places to watch Euro 2024.

Described as “the ultimate fan experience” and “the city’s HQ for all things soccer.”

Fan Impact

• Over 17,500 attendees, with consistent capacity crowds and repeat visitation.

• Overwhelmingly positive sentiment:

“This is the best watch party ever — feels like you’re there!”

“I didn't know much about Betway, and now I do. Great that they support sport in the community.”

“The Clubhouse is dope! Love the games, décor, and energy.”

Engagement Metrics

Digital and Media

Social

• Instagram

• 1.025M Reach

• Owned Content: 16 reels | 5 posts | 96 stories

• UGC + Media content: 9 collab reels | 137 stories 233.5K reach 282.5K views

• TikTok

• 233.5K reach

• 282.5K

• Owned Content: 13 reels

• Newsletters

• 189.6K impressions 39.5K subscribers 48.0% open rate

Media

• Total Earned Media Value: $13,750,000

• Influencers Total Earned Media Value: $1,350,000

• Hundreds of contest sign-ups daily via QR and ambassador outreach.

• Significant social amplification via influencers and podcast partners.

• Increased brand recall and favourability within Ontario’s sports fan community.

The result: Betway successfully evolved from a digital sportsbook into a lifestyle experience brand, aligning itself with joy, camaraderie, and belonging

our role

We were instrumental in shaping the strategy, experience design, and execution of Betway’s Euro Cup experience at RendezViews:

• Successfully led the partner negotiations.

• Conceptualized the experience narrative.

• Coordinated on-site production, design, and event logistics.

• Worked with client and agency to coordinate field teams, ambassador engagement, and day-to-day activation flow.

• Developed and executed brand hospitality, contest, and influencer programming.

• Ensured seamless brand integration across experiential, media relations, VIP appearances, social, and media channels.

The result was a campaign that exceeded awareness and engagement benchmarks, delivered national press coverage, and created a new blueprint for sports betting brand activations rooted in belonging, fun, and community.