Springer & Jacoby
betandwin
Austria
2006
Featured Athletes: 12 of the greatest sports legends of all time, including Bob Beamon, Sir Stirling Moss, Boris Becker, and a special film featuring Muhammad Ali for the Ski Flying World Championships kickoff event in Kulm.
Throwback to one of the most iconic sports campaigns: betandwin – Magic Moments of Sports.
At a time when online sports betting providers faced skepticism due to scandals and a lack of trust in online transactions, betandwin (now bwin) set out to change perceptions. The goal: build trust, sympathy, and brand awareness among sports fans, especially men aged 18–45, across international markets.
The campaign’s big idea? Celebrate the passion for sports by giving legendary athletes a platform to share their personal “magic moments.” In 14 films broadcast worldwide, icons like Bob Beamon, Sir Stirling Moss, and Boris Becker told authentic stories from their careers. The highlight: a special event at the Ski Flying World Championships in Kulm, where Muhammad Ali was honored with a film created by fellow sports legends.
With a mix of TV, cinema, online, and live events, “Magic Moments of Sports” became a benchmark for emotional, trust-building sports marketing—and won multiple international awards for its impact and creativity.
Agency: Springer & Jacoby
Featured Athletes: 12 of the greatest sports legends of all time, including Bob Beamon, Sir Stirling Moss, Boris Becker, and a special film featuring Muhammad Ali for the Ski Flying World Championships kickoff event in Kulm.
Media Channels: TV, cinema, microsite, online, press, and live events.
