Betway Unveils Playful TV Commercial Highlighting the Fans Behind the Springboks’ Global Success

The commercial taps into the humour, passion and quirks of South African rugby fans at a time when the Springboks reign as back-to-back world champions. Through a pitching process, Moonsport developed a playful visual concept that explores the question: Who is really behind every Bok? The answer — a nation of believers whose loyalty is often expressed through unique superstitions and rituals, says Moonsport.

"Celebrating the spirit of South African rugby is at the heart of our partnership with the Springboks. 'Behind Every Bok' is more than just a campaign, it's a tribute to the fans whose passion, quirks and rituals embody what it means to believe in the team. Working with Moonsport was a collaborative process; they understood our vision and brought it to life with humour and heart," says Mark Rowles, Betway Head of Marketing.

The ad introduces three memorable characters, each with their superstition, and extends the theme across digital and social platforms for the remainder of the 2025 rugby season. It will run on television, digital and social, connecting with fans nationwide, says the agency.

"Working with Betway gave us the creative space to bring comedy into the betting category, and the Springboks' current golden era gave us endless inspiration," says Simon Key, Moonsport Head of Content. "From lucky socks to match-day rituals, we wanted to capture the fan traditions that make South African rugby culture so special."

With the Springboks' continued dominance on the global stage, 'Behind Every Bok' celebrates the humour and heart of the supporters who believe, watch, and — perhaps — help their team secure victory, yet again, condludes Moonsport.

For more information, visit www.moonsport.tv. You can also follow Moonspot on Facebook, LinkedIn, or on Instagram.

*Image courtesy of contributor