bwin unveils ‘Who Stole the Cup?’ campaign for Russia 2018

15 May 2018

bwin has launched a special marketing campaign featuring Diego Maradona ahead of this year’s Fifa World Cup national football team tournament in Russia.

Directed by Pedro Martin-Calero, ‘Who Stole the Cup?’ comprises a series of five video adverts that focus around a number of football legends plotting to steal the World Cup trophy.

Cafu, Vicente del Bosque, Stefan Effenburg and Maradona all feature in the campaign, with customers able to bet on who they think has stolen the trophy.

The outcome of the ‘heist’ will be revealed at the start of the tournament next month.

The campaign will appear across television, out-of-home and online, and also be accompanied by a series of behind-the-scenes video interviews conducted by former France international Robert Pires.

Adam Lewis, chief marketing officer at bwin, said: “Being smart, creative and bold is in GVC’s DNA and again our teams have delivered with this blockbuster World Cup campaign, it will entertain and engage our players and audiences globally, plus reinforce bwin’s position as Europe’s leading and most innovative sportsbook.

“To be the best you need to work with the best and the talent we involved in this campaign is legendary, we are not here for second place.”

The campaign will run throughout Germany, Austria, Greece, Spain, Italy, France, the UK, Belgium, Denmark and Sweden, while the behind-the-scenes interviews will be available to watch on

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