SITA promote Chris Waddle as Euro 2016’s betting expert

Better Collective

Brief: To launch their innovative odds comparison site SmartBets, Better Collective asked Square in the Air to devise a wide-reaching national B2C and B2B campaign ahead of Euro 2016.

Result: Square in the Air secured the services of England legend Chris Waddle and organised a series of interviews with national press ahead of and throughout the Euro 2016 tournament, featuring bettingexpert mentions and campaign imagery. Coverage was picked up across the national press, including Daily Mail, Metro, Daily Express, The Sun, Herald Scotland and Daily Star. A B2B product launch and ambassador announcement also secured widespread exposure across the betting and gaming industry. The campaign achieved 39 articles with a cumulative readership of 21,710,819.

  • Client: Better Collective
  • Category: Ambassador Activation

Share Project


West Ham players jump at racing commentary school


Pushing social media to the limit for Spartan Race

Spartan Race UK

Paddy McGuinness the new bingo royal


Adventurer Ed Stafford finds success with SITA

Ed Stafford

SITA help Crystal Palace fans Play With A Legend

Play With A Legend

Superheroes fly in for Sandown Racecourse

The Jockey Club

SmartBets net coverage with Statistical Analysis blogs


SITA making a splash for our clients at ICE 2017