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BetVictor has announced a collaboration with Ancestry, who host the world’s largest online collection of family history records, as the firm launches its BV DNA campaign ahead of the World Cup.
Ancestry is the global leader in family history and consumer genomics, enabling people to discover their family history through historic records and DNA tracing.
The BV DNA campaign will enable footballing legends from the home nations, whose national teams did not qualify for the World Cup, to ‘adopt’ another team based on their ethnicity and heritage. The participants will each carry out an Ancestry DNA test to establish their ‘adopted’ nation.
BV DNA ambassadors include Liverpool Football Club legends Gary McAllister and Phil Babb, alongside Neville Southall and TV presenter Colin Murray.
BetVictor has this week announced their ambassadors’ respective results ahead of the World Cup, and McAllister Babb, Southall and Murray will each publicly follow their respective teams’ progress throughout the tournament.
The collaboration will enable BetVictor to engage with new and existing customers in a new way, in the build-up to and throughout the World Cup.
Commenting on the campaign, BetVictor Head of Brand, Shane Stafford, said:
“We are delighted to work with such a well-known and respected brand as Ancestry ahead of the World Cup. We believe the campaign we are working on is truly special and will capture the imagination of the public.
“We’ve got some great names taking part and our aim is to find them an alternative team to support for this year’s World Cup – one that’s truly in their blood. We look forward to seeing how each team does, and hopefully one of them will go all the way and win it this year.”
Ancestry spokesperson Russell James added:
“We are thrilled to be working with BetVictor ahead of the World Cup. It’s a fantastic opportunity for us and we look forward to being part of such an exciting collaboration.”