The ad comprises different images of sportspeople – a boxer, a golfer and a runner, among others –intersected with abstract pictures meant to convey ability and hard work.
The conceptual spot is soundtracked by the high-pace Higher Ground by TNGHT, and asks "Ready?". It features a voiceover by boxer Jack Dempsey on what it takes to be a sports champion.
The ad is markedly different from Lucky Generals' work for Paddy Power, which merged with Betfair earlier this year. The new creative avoids Paddy Power's borderline, laddy humour, taking a more serious tone for the Betfair brand.
The campaign aired last night during FA Community Shield on BT Sport 2, as Manchester United took on Leicester City. It is supported by activity on radio, print, digital and social, and will extend to other European markets including Italy, Spain, Bulgaria and Denmark.
Paul Gambrill, Betfair’s marketing and brand director, said: "We think this is a big idea that captures the anticipation of sport and betting at its best.
"The time is ripe for a fresh approach to communications in this market and suffice to say – we're ready."
The spot was directed by Walter Campbell through Serious Pictures.