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Pitch Marketing Group

Core disciplines: Branded content, Public relations (PR)

Defender to Contender

Defender to Contender

 

Input

Following on from Betfair and Pitch’s hugely successful ‘switching saddles’ campaign with Victoria Pendleton Betfair wanted a campaign that would increase their share of earned and owned brand voice in football.

 

Insight

Boxing is back in the big time thanks to a host of new British fighters. But it’s not the fight in the man, it’s the man in the fight that gets people talking.

 

Idea

#DefenderToContender

Betfair partners with former Manchester United player, Rio Ferdinand, to transform him from a footballer to a professional boxer. 

 

Implementation

15 month campaign building a team of experts who will train him to get his BBBOC boxing licence, and fight in a series of matches before competing for a title belt.

 

Impact

In the campaign so far....

Over 200 items of national, sport and football earned print, online and broadcast media at launch.


Betfair’s most successful week ever from a brand marketing perspective.

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