News
“Cheer for those who cheer for us”: FAVBET calls on Ukrainian football fans to support Ukraine’s allies at the 2022 World Cup
November 20 marked the kickoff of the 2022 FIFA World Cup in Qatar. An event long anticipated by football fans and quite unique in several respects. This year, for the first time ever, the World Cup takes place in the Middle East, in winter, and… against the backdrop of the largest military confrontation in Europe since World War II.
While the stands of Qatari stadiums explode with applause, Ukrainian fans hear explosions in the streets of their cities, and the Ukrainian army bravely resists unprovoked Russian aggression on the several thousand kilometers of frontlines.
However, even in such circumstances, FAVBET and Kyiv-based creative agency Taktika found a way to engage Ukrainian fans and remind the world that football is not only about fighting, but also about unity and support that goes beyond the borders.
“The world will not see our team on Qatar’s football pitches, but for almost a year it has been watching our fight on a pitch of a different kind – the battlefield. And not only watching, but tirelessly supporting. England, the Netherlands, Spain, Poland, the USA, France and many other countries have been supplying and training the Ukrainian military, providing shelter to our citizens and defending our interests on the diplomatic front. We decided that the World Cup is a great opportunity to say thank you to Ukraine’s allies for this unwavering support,” says FAVBET’s creative copywriter Mykola Bezkrovnyi.
The campaign is based on short videos shot on the streets of Ukraine’s capital city of Kyiv. The centerpiece of the story are the Ukrainian fans with vintage scarves, which, many years ago, they waved during the matches of Ukraine’s team against our current allies. “We once held these scarves because we fiercely wanted to defeat you. We hold them now because we sincerely want you to win. Just like you want us to win too,” says the voiceover of the campaign’s manifesto.
“This campaign was Favbet’s idea, and our task was to find the best form and style for it. We realized that we once used to be opponents on the football pitch with almost all of our current allies. Now, the scarves from these matches are turning from symbols of our rivalry into those of unity. Many fans still have them at home as a memory. We decided to use thescarves as a powerful visual symbol and built a campaign around them,” says Roman Gurbanov, Taktika co-founder and creative director.
In addition to the manifesto, the campaign also includes videos dedicated to supporting particular Ukrainian allies like Poland and England. The videos were shot by Ukraine-based studio Digital Religion known for their advertising work for the world’s leading brands like Samsung, Visa, Pepsi, Uber, and others. Check out the videos on FAVBET’s YouTube:
FAVBET’s new campaign is not only a token of gratitude to the allies, but also a reminder that the war, unlike a football match, does not end with the referee’s whistle. While the World Cup will wrap up in a few weeks, Ukraine will continue its fight against the aggressor that seeks to destroy Ukrainian identity and its need for support will remain as high as ever. That is why FAVBET Foundation is now accepting international donations so that football fans from all over the world can also contribute to Ukraine’s victory. Make your donation on the Foundation’s official page.
As an international company with Ukrainian roots, FAVBET has been supporting Ukraine since the first days of Russia’s full-scale invasion, implementing numerous humanitarian initiatives and providing the Ukrainian military with the necessary equipment. Today, 95% of FAVBET Foundation’s projects are focused on helping the country’s citizens and the army, i. e. evacuating residents of frontline cities, purchasing ambulances and vehicles for the needs of the Armed Forces, as well as supplying high-tech communications equipment and drones.
Credentials
FAVBET
Head of Brand – Alexander Tarasov
Brand Manager – Anna Lytvynchuk
Marketing Project Manager – Yanina Baranetska
Creative Producer – Oleksii Marakhovskyi
Digital Content Producer – Iryna Kondratyeva
Creative Lead – Anatoly Simachynskyi
Creative Copywriter – Mykola Bezkrovnyi
Digital Religion
Director – Gleb Feldman
Taktika
Creative Director – Roman Gurbanov
Art Director – Illia Pochkun
“I personally think the industry should view this as a positive chance to work hand-in-hand with the NHS, charities and government as all stakeholders pull together to minimise gambling harm. Gambling is meant to be fun and entertaining and the industry must ensure that it is responsible, so that those in need can gain access to properly funded support as and when they need it.”
Affiliate Compliance
Rightlander and RavenTrack Partner to Boost Affiliate Marketing Compliance and Advertising Opportunities
Leading iGaming compliance and tracking platforms unite to bolster affiliate marketing integrity.
Rightlander, a leading provider of marketing compliance and intelligence solutions, has announced a strategic partnership with RavenTrack, a prominent affiliate tracking platform. This collaboration aims to enhance marketing compliance and risk management for Raven Track clients and help identify untapped advertising opportunities with affiliates across global markets.
The partnership will offer access to Rightlander’s comprehensive suite of innovative marketing compliance solutions, including web, search, and social media monitoring to track affiliate promotional activities, content compliance scanning to ensure adherence to regulatory requirements and monitoring services.
RavenTrack’s diverse client base spans established and emerging markets, and this partnership addresses the growing need for robust compliance measures in regions with evolving regulatory landscapes.
Sarafina Wolde Gabriel, CEO of Rightlander, commented on the partnership: “We’re excited to partner with RavenTrack to offer our cutting-edge compliance and marketing solutions to their global client base. As marketing regulations tighten in established and emerging markets, our tools will help brands and affiliates navigate the complex landscape of marketing compliance and capitalise on advertising opportunities.”
RavenTrack is a leading affiliate tracking platform specialising in providing advanced tracking and analytics solutions to help brands optimise their affiliate marketing programs. Its client base includes prominent brands such as Jumpman Gaming, Betfred, Bet9ja, and Mr. Q, to name a few.
Adam Rowley, RavenTrack’s Managing Director, expressed enthusiasm about the partnership: “At RavenTrack, we understand the critical importance of marketing compliance. Our collaboration with Rightlander represents a significant step forward in our mission to provide our clients with robust, innovative and effective tools for managing their affiliate programs.”
“By integrating Rightlander’s advanced compliance solutions with our cutting-edge tracking platform, we’re empowering our clients to navigate the complex regulatory landscape with confidence while maximising their marketing potential.”
This partnership represents a significant step forward in promoting responsible and compliant marketing practices in the rapidly evolving affiliate marketing industry. By combining RavenTrack’s expertise in affiliate tracking with Rightlander’s advanced compliance tools, the collaboration aims to set new standards for transparency and regulatory adherence in the sector.
Affiliate Announcements
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