BMF and Sportsbet put the ‘Roid in the Tour De France

Sportsbet’s controversial campaign for its Android app has surfaced on the road at the Tour de France.

The slogans appeared on stage 18 of the 2017 Tour De France.

Described as ‘guerilla advertising’, the latest piece of work sees the app’s slogan, ‘Putting the ‘roid in Android’, painted on various sections of stage 18 at Col d’Izoard.

The initiative, by BMF and Sportsbet, is part of the wider ‘Putting the ‘Roid in Android’ campaign, which promoted the betting brand’s new Android App.

Source: Savvy Media Monitoring.

Sportsbet’s original TV advertisements, which featured Ben Johnson and a Lance Armstrong lookalike, were banned by the ad watchdog in June, for suggesting there were “benefits” to gain from cheating or from behaviour that could enhance performance.

Will Byrne,’s communications manager, said: “Our new Android App is dope so why not sing it from the mountain tops of the French Alps.”


  • Creative: Sportsbet Internal Creative Team and BMF
  • Executive Creative Director: Cam Blackley
  • Creative: Raman Goraya (Sportsbet)
  • Copywriters: James Sexton, Gooch Richards and Cam Blackley
  • Designers: Lincoln Grice and Matthew Hughes
  • Group Strategy Director: David Warren
  • Client Services Director: Dan Lacaze
  • Account Director: Will Woods
  • Account Manager: Siena Shuttler
  • Agency Producer: Mandy Payne
  • Director: Matt Devine
  • Production Company: Revolver/Will O’Rourke
  • Production Company Producer: Caroline Kruck
  • Post Production: Heckler
  • VFX Supervisor: Jamie Watson
  • Executive Producer: Bonnie Law
  • Colourist: Scott Maclean
  • Editor: Dan Lee – The Butchery
  • Music and Sound Production: Rumble Studios
  • Sound Designer: Tone Aston
  • DoP: Adam Marsden
  • Client: Sportsbet
  • General Manager, Marketing: Luke Waldron
  • Head of Brand and Advertising: Simon Kennedy
  • Brand Manager: Kathy Schokman
  • Campaign Manager: Jason Thatcher
  • Brand Executive: Felicity Smith
  • Creative Manager: Raman Goraya

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