If there's no color there's no equality

In Portugal, discrimination crimes have risen by 219% over the past five years—an alarming reality that continues to grow, often without enough public attention.

Betclic, the naming sponsor of both the men’s and women’s national basketball leagues, has built its presence on fairness, investing equally in both competitions and actively promoting inclusion. This commitment has been formally recognized by the Portuguese government, awarding Betclic as a brand that fights for equality.

But in a context where discrimination is rising, taking a stand required more than a position. It required action people could feel.

In sport, color is everywhere: it defines teams, emotions, identity, and passion. Remove color, and the game loses meaning. The same applies to society: diversity isn’t the problem. It’s what gives everything value.

To make the impact of discrimination tangible, Betclic and the Portuguese Basketball Federation transformed a statistic into a live experience.

At the start of every Liga Betclic game, broadcasts went completely black and white for 2 minutes and 19 seconds, symbolizing the 219% rise in discrimination crimes. A simple but powerful disruption that made millions experience what it feels like when color disappears.

The activation took place across official Liga Betclic games, covering both men’s and women’s competitions.

For the first 2:19 of each match:
Live broadcasts shifted entirely to black and white
The visual disruption immediately stood out to viewers
The moment sparked curiosity, conversation, and reflection

The initiative was amplified through national media coverage and digital platforms, extending the message far beyond the court. More than visibility, the campaign turned awareness into a shared experience, making people stop, question, and reflect.

By removing color from basketball, Betclic showed exactly why it matters. Because in sport—as in society—color isn’t the problem.
It’s what makes everything meaningful.