Scoring success for Betway with West Ham sponsorship


Brief: Betway needed to score with the activation of their principal sponsorship of West Ham United, and Square in the Air were on the teamsheet to manage and deliver an ongoing campaign encompassing media relations, brand awareness, content creation and talent management.

Result: Responsible for assisting with all promotional aspects of Betway’s sponsorship, Square in the Air raise awareness of all initiatives, from maximising Betway’s other sponsorships such as the UK Snooker Championship or Premier League Darts, to launching a commemorative kit for the Betway Cup. Managing the online bookmaker’s access to West Ham talent including coaches and players, SITA strategically plans their media appearances, gaining a varied and constant spread of national coverage in UK and Irish print titles including the Daily Mail, The Sun, Daily Mirror, Metro, Sport Magazine and Irish Examiner, along with Betway-branded broadcast coverage on the BBC and Sky Sports.

The wide-ranging campaign steered by SITA also involves consultancy on the production and distribution of Betway’s in-house video content, ensuring online usage far and wide on sports sites and blogs including, and MailOnline, as well as B2B coverage in press including The Drum.

  • Client: Betway
  • Category: Sponsorship Activation

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