The World Cup is one of the biggest sporting events for football fans. However, this year’s tournament will pose a unique challenge for European supporters. With many matches kicking off in the dead of night, fans will have to balance the thrill of the game with the sleep of their partners and housemates.
That’s why Betclic created Red Noise – a special sound that supports sleep in households. The project is part of the brand’s broader efforts related to the upcoming World Cup.
Watching the World Cup at 3 in the morning? Here’s the solution.
Every fan knows the drill. A crucial match, extra time, emotions running sky-high, and the desperate struggle to stay as quiet as possible so you don’t wake your sleeping loved ones. Red Noise was created with exactly these moments in mind.
This custom-made sound, created by the vibe of a football stadium, helps create perfect sleep conditions for those sleeping alongside a fan. The audio is packed into a limited-edition device shaped like a red football, released exclusively for the World Cup tournament.
Activation is easy; it’s just a single “clic” away. With the rest of the house fast asleep, fans can focus entirely on what’s important: football emotions.
“The World Cup hosted in North America means matches at 2, 3, or 4 in the morning for many fans. We wanted to find a solution that allows people to experience this excitement without feeling guilty toward their sleeping partners or housemates. That’s how Red Noise was born – a project fueled by real stadium energy and designed with the comfort of everyone sharing those late-night tournament hours in mind. It’s an initiative we’ve been working on for many months, involving people from various fields – from creative and production to sound and technology. That is why we are all thrilled to unveil the results to fans today and see how Red Noise performs during the world’s biggest celebration of football,” comments Adrian Sztuk, Senior Brand Manager Betclic Poland.
Stadium Atmosphere Transformed into Red Noise
The Red Noise sound was developed using authentic stadium recordings. It then underwent advanced audio processing and AI tools to create a seamless, calming soundtrack designed for sleep. The result is a distinctive sound that retains its stadium character while providing a soothing background for rest.
Red Noise: Available Beyond the Device
Betclic has produced a limited run of these devices, which will be distributed to journalists, online creators, and project partners. The brand also plans to host giveaways across its social media channels, giving fans the chance to win their own Red Noise device to use during late-night World Cup broadcasts.
At the same time, any football fan can take advantage of Red Noise. The audio track has been made available on Spotify and YouTube. This ensures that even those who don’t get their hands on the physical device can still use Red Noise during the tournament’s nighttime streams.
The Next Phase of Betclic’s World Cup Campaign
Red Noise is part of a broader series of brand activations tied to the World Cup. Just a few days ago, Betclic launched its “One Betclic Away from the World Cup” campaign, which aims to help fans adopt a national team to root for during the tournament.
In parallel, the brand also announced that fans will be able to watch and bet on every single World Cup match directly within the Betclic app.
Red Noise stands as an independent project created specifically for the World Cup, serving as another example of the brand’s unconventional approach to engaging football fans.
The creative concept for the campaign was created by 180heartbeats + Jung v. Matt. The spot was directed by Artur Wolgers.
