Senior Account Executive Paddy Crossan rounds up the B2C team’s best bits of work last month.

BetMGM Darts X SITA: Launching Premier League Darts

We delivered a high-impact PR activation for BetMGM’s Premier League Darts launch, with the main creative idea centred on a giant golden dart “arriving” in Newcastle, symbolising BetMGM bringing the Premier League Darts back to the city.

On event day, the boat carried the golden dart within a designated area of the Tyne to capture a range of assets: wide hero visuals with the bridges, tighter product led shots, and shortform clips optimised for social.

We handled creative ideation, municipal approvals, logistics and media relations, working with partners to generate strong visual content and secure coverage on BBC Look North, Sky Sports and in regional print outlets.

With versatile content for social and client channels and seamless delivery under tight deadlines, the campaign elevated BetMGM’s brand presence while showcasing Square in the Air’s expertise in strategic PR and activation.

William Hill Half A Mill Grand National Trial at Haydock

We continued to promote the William Hill Half A Mill series in the build-up to the Aintree Grand National, with the final trial race at Haydock Park.

We were on the ground at Haydock for the William Hill Half A Mill Grand National Trial, capturing striking images of William Hill’s on-course branding and race-specific branding, like saddlecloths and rugs, to tell the story of the race from start to finish.

From footage of horses in the pre-parade ring, to an interview with the winning trainer, we had all bases covered to create an all-encompassing, short, sharp video which told the story of the day.

The video went out across William Hill’s social channels, bringing the William Hill Half A Mill series to the forefront of the National Hunt racing conversation.

No Tippy Tappy Football Podcast

We are delighted to be working with Checkd Group again, supporting the amplification of BOYLE Sports and Footy Accumulators’ No Tippy Tappy Football podcast.

Working with the production team, we’ve helped shape media-friendly discussion points ahead of filming for hosts Sam Allardyce and Tim Sherwood, as well as identifying the most newsworthy moments from each episode and turning them into reactive press releases for relevant sports desks.

The early results have been extremely encouraging. Within the first two weeks of activity, coverage targets for the opening month were already exceeded, with strong pickup across national newspapers, sports outlets and digital publishers. Titles to feature the show so far include BBC Sport, Daily Mirror, Evening Standard, ESPN, Daily Express and Metro, among many others.

Alongside media outreach, we’ve also monitored social conversation around the show, helping amplify moments that resonate with fans and the wider football media landscape – including one discussion point that prompted a response on X from former Leeds United manager Jesse Marsch to some of Allardyce’s comments.

It’s been a strong start to the partnership and we’re looking forward to building further momentum for the podcast in the months ahead.

Looking for activation and PR support? Get in touch here.