“Not for everyone. For the fans.” is Sky Bet’s love letter to football supporters. This campaign turns the rituals of a match day: the cheers, the nerves, the soggy burgers, the heartbreak, the celebrations - into elevated, cinematic moments. Every character is a real fan, and every scene honors the devotion, sweat, and joy that true supporters live. It appeared across cinema, big outdoor screens in places like Piccadilly Lights and Birmingham Archway, press, TV/streaming, digital, social media, reaching fans everywhere.