The main objective of “The Anti-Betting Sponsorship” was to address gambling addiction as a growing public health crisis in Denmark by challenging the normalization of betting in football culture. We are submitting this work to Clio Health because it confronts a behavioral health issue directly linked to mental health, financial distress, and suicide, and because it achieved measurable regulatory change. Since the Danish betting market was liberalized in 2012, gambling problems have quadrupled. Today, one in ten Danes struggles with gambling-related issues, and approximately ten people die by suicide each year as a consequence. At the same time, betting companies dominate Danish football sponsorships, embedding gambling deeply into the country’s most popular sport. The creative insight was simple: if betting brands use football shirts to normalize gambling, those same shirts could be used to challenge it. Through official match jerseys worn in competitive games, Center Against Gambling Addiction took over a space typically reserved for betting sponsors and turned it into a public health statement. The campaign shifted the conversation from sponsorship revenue to societal cost, ultimately contributing to new national regulations restricting betting advertising around football broadcasts.