I am football.

William Hill is a British bookmaker, born in 1934. The new positioning bets everything on that: eighty years of history, experience and a knowledge of football second to none. A truth like that needs someone credible to state it. And who better than football itself?

The film. It takes us inside a legend that began over a century and a half ago, told in the first person by its protagonist: football. Who says, “Nobody knows me like William Hill” — and lands on the brand line: “In the game since 1934.”