As part of Betfair’s first season as a partner of Manchester United in 2009, to engage Manchester United fans worldwide and credibly demonstrate that, unlike bookmakers, Betfair puts fans first, Synergy created a world football first.

‘Get Behind United’ gave fans, for the first time in football history, the opportunity to have their face appear on the TV interview backdrops at two Manchester United games, as well as on the LED perimeter ad boards during a live match broadcast, and enjoy a ‘once in a lifetime’ experience at Old Trafford on match day.

Global online marketing drew fans into the campaign and enabled them to take part by uploading their photos via the Betfair football website, with matchgoing fans’ engagement and participation driven offline by the Synergy Experiential team in matchday roadshows at Old Trafford.

The campaign culminated with Betfair enabling two United fans, Duncan Laryea and Jeff Hillman, to ‘Get Behind United’ at United’s matches versus Everton and Villa in November and December, creating a Betfair world football first seen by hundreds of millions of fans worldwide.

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