Driving Euros Coverage with Former Lions

Euro 2024 threw up a number of talking points as England’s quest for an elusive trophy was ultimately ended by Spain in the final – and it was a busy period for the B2C team at Square in the Air from a Digital PR point of view.

Throughout the tournament, we spoke to a range of ambassadors to discuss the action in Germany, providing excellent brand exposure and backlinks for clients as well as strong interview opportunities for media.

Expert analysis on England’s run to the final was provided for BetVictor by former Three Lions defenders Danny Mills and Stephen Warnock. Mills and Warnock’s thoughts on Gareth Southgate’s men provided a rich array of backlinks with both UK and international outlets.

For a selection of our affiliate clients we arranged time with former Scotland winger Pat Nevin and Euro 96 winner Markus Babbel. Ex-Germany defender Babbel’s quotes on Jude Bellingham gained particularly strong global coverage, picked up by sites across the UK, Germany, Spain and Brazil.

Elsewhere, we worked closely with our affiliate clients with the likes of Teddy Sheringham, David James, Alan Hutton and Mark Halsey to deliver further strong coverage across UK and regional media.

Altogether the B2C team interviewed 10 ambassadors across the tournament, with this work resulting in 703 pieces of coverage and an estimated 154 million page views to a projected audience of 2.26 billion.

Roll on the start of the new Premier League season...

Irish Derby to the World

SITA were on the early ‘iron bird’ from Stanstead as we headed to the Curragh for Irish Derby Day to cover the Irish Classic meeting on behalf of World Pool.

After getting to the course, we set the scene on social media with video and images of the well dispersed World Pool advertising, showing the lengths that the Curragh had gone to promote what was a key day for World Pool.

Dashing between the parade ring, press room and stands, we updated World Pool feeds on X and Instagram, capturing the key moments of the day, including a record 16th Irish Derby triumph for Aidan O’Brien courtesy of Los Angeles.

Los Angeles’ win was chosen as the World Pool Moment of the Day, and we coordinated with media and the winning groom to schedule a live interview and giant cheque presentation at the end of racing.

Our work helped drive engagement and awareness on a major day in the World Pool calendar, making for a successful flying visit to the Emerald Isle.

The rest of the summer is packed full of racecourse visits, including Goodwood, York and a trip back to Ireland for Leopardstown!

Football Came Home…sort of!

Our team’s Tom Marriott took top spot in our Euros 2024 Tipping Comp!

The Press Association’s Nick Grant, who’s better known for reporting on horses than the Three Lions, claimed bronze behind SITA’s Oliver Cook.

Journalists from The Sun, The Times, Reach PLC, BBC Sport and Racing TV all claimed spots in the top 10, whilst the Wooden Spoon will be shared by SITA Multimedia Designer Gurdain Bharj and Ash Iveson of the Press Association.

Thanks to all for taking part. We’ll be back with our next SITA Tipping Comp very soon.

Inigo to Bring Broadcast and Social Media Expertise

We are delighted to announce the appointment of Inigo Grose as an Account Manager.

With half a decade of experience in digital content and production at Sky Sports Racing/At The Races, Inigo is a great addition to the B2C team, specifically working on horse racing clients.

Inigo will be working on an increasing portfolio of clients requiring social media content and management in horse racing.

Feel free to get in touch if you are considering support across social media, content and public relations in the world of racing.