Who are you supporting in this World Cup?

When Your Team Isn’t There, Who Do You Cheer For?

For millions of football fans, the FIFA World Cup begins with disappointment. Their national team hasn’t qualified, and with it goes the obvious emotional connection to the tournament.

But football fans rarely stop watching. They simply find another reason to care.

That universal insight inspired Betclic Poland’s latest World Cup campaign, “One Betclic from the Excitement.” Created by 180Heartbeats + Jung von Matt, the campaign celebrates the emotional side of football fandom by showing that supporting a team isn’t always about nationality.

Across three 15-second films, fans unexpectedly adopt new national teams for deeply personal reasons. Whether inspired by a childhood memory, a cultural connection or an emotional bond, each story reminds us that football loyalty can be built on much more than a passport.

Rather than focusing on odds, predictions or sporting performance, the campaign highlights the human emotions that make international football so compelling. It captures a familiar experience shared by millions of supporters around the world: even when your own country isn’t competing, the World Cup remains a celebration worth being part of.

By embracing this broader definition of fandom, Betclic positions itself as the brand that keeps the excitement alive—helping fans rediscover the thrill of every match, no matter which flag they’re waving.