Interwetten, a European online betting operator, is using Sportradar Marketing Services to:
Reach football fans and bettors with real-time, sports moments-based campaigns
Capture +400% more attention than industry standards
Turn that attention into measurable brand results like 39% brand uplift
Territories covered: Spain, Germany
Product/s featured: Branding / Sportradar Ads One
Website: www.interwetten.de / www.interwetten.es
HQ: Sliema TPO 0001, Malta
The summer of 2026 brought the biggest football tournament the world has ever seen – and with it, a flood of advertising from betting and gaming operators all fighting for the same eyeballs. For Interwetten, the goal was to break through the noise at a time when every competitor ramps up their ad spend.
In Germany, they’re already a well-known name. But in Spain, the opportunity was even bigger. As a growing brand in a highly competitive market, building recognition and trust was essential to standing out.
And in betting, brand trust matters a lot. Players are far more likely to sign up with a brand they recognise and feel confident in. Brand recall and trust are the foundation of customer acquisition – and Interwetten were looking for both. But with so many operators flooding the market with similar ad messaging, they needed a smarter, more dynamic approach to make their branding campaigns truly cut through.
Sportradar delivered a moments-based programmatic display campaign that used sports moment triggers and dynamic creative to connect Interwetten with fans at the most emotionally charged points of the tournament.
Create and react to the moment
Rather than running static ads, Interwetten's campaign adapted to the action in real time. Before kick-off, countdown ads built anticipation for upcoming matches. During the game, live ads fired the moment a goal was scored - updating instantly with the current scoreline and goal-scorer. And after the final whistle, post-game ads celebrated the result, like Spain's historic victory. As a result, every ad felt timely, relevant, and connected to what fans had just experienced.
Reach the right fans
Those moments-driven creatives needed to land in front of the right people. Through Sportradar, Interwetten gained access to high-quality football audiences and curated, sports-specific inventory. This meant their campaigns reached engaged fans exactly where they were already engaged, in both Spain and Germany.
Measure the impact
For Interwetten to understand the effect their campaign, Sportradar partners with two leading measurement providers: Lumen tracks attention metrics (how long fans actually looked at the ads) and Cint's Lucid measurement platform measures brand lift. This gave them a clear picture of how moments-driven creative translated into shifts in brand perception.
The campaign proved that grabbing attention at the right moment drives real brand impact. Here's how it played out across both markets.
Attention
Spain: on average +369% attention per mille (attentive seconds per thousand impressions) vs. Lumen benchmark, with over 5 seconds average view time
The ads during the Argentina vs Spain final hit +401% attention vs benchmarks - the highest of any match
Brand lift:
Spain: 25% relative brand uplift, +76% brand trust, +47% brand favourability - all significant increases according to Cint’s Lucid platform
Germany: 39% overall brand lift, +61% digital ad recall, +46% brand recommendation - well above the average according to Lucid measurement benchmarks
The pattern was clear across both markets: moments-driven creative delivered attention far beyond industry benchmarks, especially in a home-market context - like Spain during their winning run. That attention translated directly into stronger brand perception. For a brand looking to build trust and recognition in a competitive market, those are exactly the metrics that matter.
When the biggest moments in sport happen, your brand should be right there with them. Sportradar makes you reach the right fans, at the right time, with creative that reacts as fast as the action does.
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