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Volume 6 No. 232


A "host of global sports stars are the focus" of a new integrated advertising campaign from online bookmaker Betsafe titled "The Walk of Adversity," according to Craig Davies of SBC NEWS. A "number of brand ambassadors" are among those featured in the ad, including MMA fighter Conor McGregor, boxer Tony Bellew, jockey Sam Twiston-Davies and a "smattering of stars" from Man City and Premiership Rugby side Saracens. McGregor, who also narrates the launch ad, said, "'Passion overcomes the odds' is something that resonates with me because I overcame my situation through pure determination and dedication to success." The campaign forms the second phase of the "Passion Overcomes the Odds" creative idea established earlier this year, and "tells tales of struggles, adversity and odds faced by Betsafe's ambassadors, before they take to their respective sporting arenas to overcome them" (SBC NEWS, 12/8).