SITA help Betway sign Richard Johnson as ambassador


Brief: Betway wanted to boost their profile within racing so we set-up a deal with 16-time champion jockey runner-up Richard Johnson to become a brand ambassador.

Result: Square in the Air created newsworthy blogs that would produce quotes that journalists would like to use and then refer back to the Betway blog, as well as setting up other coverage opportunities. Richard’s Betway blog and association was covered by numerous media outlets throughout the season and SITA also arranged a Betway branded column in The Sun during both the Cheltenham and Aintree Festivals.


  • Client: Betway
  • Category: Sponsorship Activation

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