In recent years, France has become an increasingly hostile market for sports betting operators who are accustomed to making over-promises in their communication. As the market gains new players, regulations become stricter. To address this unfavorable context, the brand has positioned itself as an emotion amplifier for sports entertainment rather than a mere converter of scoreboards into cash. However, after an initial campaign to establish this new positioning, the brand needed to provide concrete proof that it could truly make sports entertainment more intense. Betclic needed a brand act that definitively positions the brand as a global player in sports entertainment, rather than just a sports betting operator.

Fans went crazy, and so did the impact of the communication. In just one month, we received over 20,000 entries from fans who were thrilled to try those seats. We created 30 seats when it was no longer possible to find a single one online or at the ticket office for less than 10 times their value.

All the French basketball clubs and the National Basketball League widely promoted the campaign, with no planning or media spent on Betclic side. More importantly, during the campaign, over 250,000 new followers subscribed to the National Basketball League's social media, significantly expanding the league's audience and the visibility of the brand thanks to the diffusion of the games.

But what truly mattered to us was that 30 lucky winners were able to live their passion for sports and realize their dream: seeing Wemby playing at home one last time.

In France, we are well-known for producing great talents, especially in sports. However, we also have a reputation for not being able to keep them in our country, which can be frustrating. We know that we only have a few years, at best, to see them live before they go abroad.

The Extra Seat campaign was successful in France because it capitalized on a rare sports phenomenon: the emergence of a future basketball legend in our country. The brand not only celebrated Wembanyama's talent but also used its position as the main sponsor to provide real value to sports fans when they needed it the most.

As the main sponsor of the French National basketball league (Betclic Elite), we had the opportunity to activate this mission for basketball fans. They were experiencing a unique and exciting moment: the stardom of France's greatest talent, Victor Wembanyama, who was preparing to leave for the NBA. The downside? All games were sold out, leaving fans desperate. Betclic needed to make sure they kept experiencing their sport with passion: in the stadium. That's why we created “Extra seats”, that didn't exist before, to see Victor through a one-of-a-kind outdoor experience.