16 MAY 2025
At Betfair International, we believe that football is more than just a sport. It is a passion that brings people together, tells powerful stories, and inspires lifelong devotion. Few understand that better than Thais Kelly, our PR Coordinator in Brazil and the driving force behind one of our most meaningful campaigns, Betfera do Mês, or "Fan of the Month".
We caught up with Thais to learn more about her journey, the inspiration behind the campaign, and how she is helping fans get closer than ever to the clubs they love.
Thais, tell us about your journey. What brought you to Betfair and what do you enjoy most about working here?
I joined Betfair as a consultant in January 2024 and became a full-time employee in October. From day one, it felt like the right fit. I have always looked for a role that combines passion, fun, and strategy and I found that here at Betfair.
What I enjoy most is that I feel challenged in the best way possible. I know that my work matters and I feel truly seen. That sense of purpose and belonging makes all the difference.
What inspired the "Fan of the Month" campaign?
The idea came from the incredible passion we see in football fans. Working in this industry, we constantly hear emotional and sometimes unbelievable stories from supporters. We wanted to celebrate and amplify those voices.
With Betfair sponsoring iconic clubs like "Cruzeiro" and "Vasco", we saw a chance to give back to these communities. This campaign lets us spotlight devoted fans and offer experiences that only Betfair can create. It is a beautiful blend of strategic marketing and heartfelt storytelling.
How are the fans selected for "Fan of the Month"?
The selection process is all about discovering great stories. We do a lot of research online, speak to people in the football community, and work closely with the clubs themselves. No one knows their supporters better than the clubs do.
We are always looking for stories that go beyond just attending games. We want to highlight fans who have made their club a part of their identity and daily life.
Which stories have stood out to you the most?
Personally, I love the stories where being a fan is part of someone’s personality. It is not just about watching the matches. It is about how football becomes a way of life.
For many people, football gives a strong sense of identity and belonging. When we can give them something truly special through this campaign, it often feels like we are helping make their dreams come true. That is incredibly powerful, and it is why this campaign means so much to me.
What does a "Fan of the Month" get to experience?
The chosen fans receive an experience they will never forget. They get to enjoy a full matchday like no other
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Attend a pre-match experience
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Greet the players as they arrive at the stadium
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Visit the changing rooms
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Step onto the pitch
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Receive a personalized jersey
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Watch the match from the exclusive Betfair box
It is truly a once-in-a-lifetime opportunity.
How does this campaign connect with Betfair's company values?
The values that really stand out to me are "Empower and Own" and "Passion for Players".
Leadership trusted me to take ownership of this project and bring the vision to life. That trust and creative freedom have been so rewarding.
And of course, Passion for Players is at the heart of it all. This campaign is about the fans. Every element of the experience is designed to give them something unforgettable. It is about celebrating them in a way that only Betfair can.
What is next for "Fan of the Month"?
This is an ambitious campaign and we are just getting started. We will continue to choose a new "Betfera do Mês" every month for the rest of the year.
What excites me the most is being able to unveil more incredible fan stories and making each one feel unique. Our goal is to make every participant feel special and honored in their own way.
Thais Kelly is more than a PR professional. She is a storyteller, a strategist, and a champion for football fans across Brazil. Through Fan of the Month, she is helping transform stories of loyalty and love for the game into experiences that fans will remember forever.
At Betfair International, we are proud to support this passion and to keep building connections between the clubs, the community, and the people who live for the game.
