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B2C DiaryMay 2024
May signals the return of warmer and longer days, heralding the early whispers of summer, and the B2C team certainly made full use of the balmier evenings with a series of shoots, race meets and football matches across our ever-growing list of clients.
Senior Account Executive Charles Orchard breaks down some notable highlights for the team over the past month.
09/02/2025
AK Bets: Heskey and ‘Becks’ take to (not Old) Trafford
AK Bets are rapidly building a presence in the industry as a true challenger brand. The only catch is, they spent so much time and money on getting their platform spot-on, their marketing budget isn't able to stretch to working with multi-million Hollywood actors.
Fearlessly taking a swipe at some of their competitors who do spend their money on Hollywood stars but do not have a functioning app, AK Bets called and we ideated…
Before you know it, we were standing on a muddy pitch in Manchester, working with a lookalike David Beckham and the infamous Wealdstone Raider, asking Emile Heskey to recreate famous goals for their tongue-in-cheek Euro 2024 campaign.
‘Cheap done well' was our objective – creating a string of football adverts with a shoestring budget, combining shoddy venues and production faux pas with high-quality lead talent and witty scriptwriting. How did we do? You tell us – the series drops in early June on AK Bets' channels...
World Pool spins into action
We were present at Newmarket to oversee the first World Pool day of the UK & Irish Flat season, handling live social media, facilitating the Moment of the Day as well as the new World Pool Jockeys' Championship. This also involved engaging media, such as broadcasters Racing TV, to cover both initiatives.
We then moved on to Newbury later in the month for Lockinge Day, where World Pool were running extended promotions, including a Hong Kong-themed garden, on a key day for the global pools, having extended their offering to five races on Newbury’s card. The World Pool Jockeys’ Championship was placed on Sky Sports Racing to raise further exposure of the competition, with leading jockey Silvestre de Sousa sporting a SITA-designed World Pool leading jockey cap and armband.
To tie in with the Hong Kong theme of the day, we also designed and distributed unique World Pool fortune cookies! These were handed out to members of the media and punters on course. Everyone who placed a bet into the World Pool at Newbury received a little piece of betting advice inside their fortune cookie, helping to engage on-course punters and fans alike.
Who's taking SDS' Leading Jockey cap today?
— World Pool (@WorldPool) May 18, 2024
🧢 #WPJC | World Pool Jockeys' Championship. pic.twitter.com/MwOT8wPWMF
Tour of Champions
🦊 As part of SITA’s work with @ParimatchUK – the official betting partner of @LCFC – we were invited to the King Power Stadium to enjoy a stadium tour with former Foxes captain @SteveWalsh5 in light of the club’s recent Championship triumph.
— Square in the Air (@squareintheair) May 23, 2024
As well as learning some trivia… pic.twitter.com/y6c90humJL
As part of the team’s work with Parimatch UK – the official betting partner of Leicester City Football Club – we were invited to the King Power Stadium to enjoy a stadium tour with former Foxes captain Steve Walsh in light of the club’s recent Championship triumph.
As well as learning some trivia about the 2016 Premier League champions, Steve sat down with Senior Account Executive Charles Orchard in the stadium’s official press room to chat about the Foxes’ return to the English top flight, with the B2C team distributing two press releases from Steve’s comments to regional and national media, securing coverage in regional and international publications.
Bear Faced Talent Summer Match
We’re always thankful to our friends at Bear Faced Talent for their continued support and advice across our extensive ambassador work, and May saw the date of their annual 11-a-side football match at Brisbane Road – home of the mighty Leyton Orient.
Three members of the B2C team made the trip to a soggy east London to try and redeem Square in the Air’s reputation with the ball at their feet after last year’s below-par effort. Managed by Arsenal legend Martin Keown and facing off against former Crystal Palace striker Clinton Morrison, the B2C team fell to a 3-0 defeat on the day – though there were no own goals or penalty misses this time.
The post-match meal and drinks gave the team the opportunity to catch up with clients, meet new faces and debate the legality of Clinton’s slide tackle on Charles Orchard, which mysteriously didn’t make the cut for the official BFT match highlights. Next year we’ll try to finally get a win under our belt!
AK Bets: Heskey and ‘Becks’ take to (not Old) Trafford
AK Bets are rapidly building a presence in the industry as a true challenger brand. The only catch is, they spent so much time and money on getting their platform spot-on, their marketing budget isn't able to stretch to working with multi-million Hollywood actors.
Fearlessly taking a swipe at some of their competitors who do spend their money on Hollywood stars but do not have a functioning app, AK Bets called and we ideated…
Before you know it, we were standing on a muddy pitch in Manchester, working with a lookalike David Beckham and the infamous Wealdstone Raider, asking Emile Heskey to recreate famous goals for their tongue-in-cheek Euro 2024 campaign.
‘Cheap done well' was our objective – creating a string of football adverts with a shoestring budget, combining shoddy venues and production faux pas with high-quality lead talent and witty scriptwriting. How did we do? You tell us – the series drops in early June on AK Bets' channels...
Tour of Champions
🦊 As part of SITA’s work with @ParimatchUK – the official betting partner of @LCFC – we were invited to the King Power Stadium to enjoy a stadium tour with former Foxes captain @SteveWalsh5 in light of the club’s recent Championship triumph.
— Square in the Air (@squareintheair) May 23, 2024
As well as learning some trivia… pic.twitter.com/y6c90humJL
As part of the team’s work with Parimatch UK – the official betting partner of Leicester City Football Club – we were invited to the King Power Stadium to enjoy a stadium tour with former Foxes captain Steve Walsh in light of the club’s recent Championship triumph.
As well as learning some trivia about the 2016 Premier League champions, Steve sat down with Senior Account Executive Charles Orchard in the stadium’s official press room to chat about the Foxes’ return to the English top flight, with the B2C team distributing two press releases from Steve’s comments to regional and national media, securing coverage in regional and international publications.
World Pool spins into action
We were present at Newmarket to oversee the first World Pool day of the UK & Irish Flat season, handling live social media, facilitating the Moment of the Day as well as the new World Pool Jockeys' Championship. This also involved engaging media, such as broadcasters Racing TV, to cover both initiatives.
We then moved on to Newbury later in the month for Lockinge Day, where World Pool were running extended promotions, including a Hong Kong-themed garden, on a key day for the global pools, having extended their offering to five races on Newbury’s card. The World Pool Jockeys’ Championship was placed on Sky Sports Racing to raise further exposure of the competition, with leading jockey Silvestre de Sousa sporting a SITA-designed World Pool leading jockey cap and armband.
To tie in with the Hong Kong theme of the day, we also designed and distributed unique World Pool fortune cookies! These were handed out to members of the media and punters on course. Everyone who placed a bet into the World Pool at Newbury received a little piece of betting advice inside their fortune cookie, helping to engage on-course punters and fans alike.
Who's taking SDS' Leading Jockey cap today?
— World Pool (@WorldPool) May 18, 2024
🧢 #WPJC | World Pool Jockeys' Championship. pic.twitter.com/MwOT8wPWMF
Bear Faced Talent Summer Match
We’re always thankful to our friends at Bear Faced Talent for their continued support and advice across our extensive ambassador work, and May saw the date of their annual 11-a-side football match at Brisbane Road – home of the mighty Leyton Orient.
Three members of the B2C team made the trip to a soggy east London to try and redeem Square in the Air’s reputation with the ball at their feet after last year’s below-par effort. Managed by Arsenal legend Martin Keown and facing off against former Crystal Palace striker Clinton Morrison, the B2C team fell to a 3-0 defeat on the day – though there were no own goals or penalty misses this time.
The post-match meal and drinks gave the team the opportunity to catch up with clients, meet new faces and debate the legality of Clinton’s slide tackle on Charles Orchard, which mysteriously didn’t make the cut for the official BFT match highlights. Next year we’ll try to finally get a win under our belt!
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