Owning the Journey:
Betfred at the Heart of Wembley Finals Day
A 2-day reactive OOH campaign built around the Betfred Challenge Cup Final, placed precisely along the fan travel corridor from arrival into London to the stadium itself.
As the title sponsor of the Challenge Cup Final, Betfred needed a presence that matched the scale of the occasion. The campaign ran on 6th and 7th June 2025, targeting the moment both Warrington Wolves and Hull KR fans were funnelling into London and heading towards Wembley, placing the Betfred brand at every major touchpoint along that journey.
The Right Environment at the Right Time
The strategy was built around the fans: on finals day, tens of thousands of rugby league fans arrive in London via a handful of predictable routes. Euston and Kings Cross handle the bulk of northern rail arrivals. Wembley is the destination. By placing Betfred's messaging at each of these points, the campaign didn't just achieve visibility, it followed the fan from the moment they arrived in London to the moment they reached the stadium.
Euston Station
The primary arrival point for Warrington Wolves fans travelling from the North-West. High-dwell rail environments delivering the first Betfred impression of finals day.
Kings Cross Station
A second major rail hub, capturing Hull KR fans at their key point in their journey into London from Yorkshire.
Wembley
The final destination, and the campaign’s most premium placement. SMB Agency secured the iconic external digital screen on the facade of BOXPARK Wembley via Open Media, a state-of-the-art full-motion screen positioned directly in the path of fans arriving at Wembley Park tube station and heading into the stadium. One of London’s most high-profile event-day sites, the BOXPARK screen delivered full-motion creative to the heart of the crowd, putting Betfred’s sponsorship front and centre at the most powerful moment of the day.
The Formats
A broad mix of digital formats ensured Betfred was unmissable across every environment.
D6 · LFD · Transvisions · Mega 6 · D48
The combination of large-format displays for broad visual dominance, Transvisions for dwell-time engagement within station concourses, and D6s for high-frequency street-level coverage created a layered presence, Betfred wasn't just visible, it was inescapable.
The Results
Across 144 screens and 3 media owners, the campaign delivered 1,909,676 plays - 114% of the booked target and 158,802 additional plays beyond what was planned. Every media owner over-delivered, with the BOXPARK Wembley screen via Open Media achieving 120%, and 75 Media delivering 112%.
144 screens. 3 locations. Every step of the fan journey from train to turnstile. Betfred's Challenge Cup Final sponsorship wasn't just seen; it was impossible to miss.