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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Defender to Contender
As part of the 'Defender to Contender' project, Ferdinand will be transforming himself into a boxer.