For the 2024 Young Lions, Betclic wanted a bold press and outdoor campaign that would take risks and make a strong brand impact under its tagline: “Challenge the Odds.”

The Portuguese football league, of which Betclic is an official sponsor, is one of the slowest in Europe. The average effective playing time amounts to barely half of the match. The reason? Portugal has some of the world’s best “anti-play” players.

Just days before Betclic launched this briefing, FIFA had announced the ban of the blue card, a disciplinary measure used in futsal to penalize anti-play behavior. So, if referees can’t show it anymore, Betclic will bring it back: not on the pitch, but in the stands.

The Blue Card becomes a symbol for fans to “challenge Portuguese football.” Distributed through press and outdoor media, each card appears across touchpoints that reach fans directly: sports newspapers, public transport on match days, and digital billboards (MUPIs) near stadiums.