The campaign, "Join the home of football betting", was devised by WDMP and is being developed for nine different markets across Europe including Italy, Spain, Greece, Ireland, Finland and Sweden.
The push will position Betfair as the best place to go for all football betting needs.
The campaign will be rolled out across outdoor poster sites, newspapers and magazines and the internet.
A mail-out will also be sent to known football betting punters on the Betfair database.
Jon Walton, group account director at WDMP, said: "We hope this campaign will give Betfair a great platform to really promote their position in the football market across Europe. We look forward to seeing the initial results."
James Moore, head of CRM at Betfair, said: "This is an exciting campaign that gives us an excellent platform to unpack our football proposition.
"This work strongly states why Betfair is the home of football betting -- fan versus fan betting, the scale of our community, our product range and, of course, better value."