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B2C Diary February 2024

February was a busy one for SITA’s B2C team as we produced lots of engaging content for our clients. We had boots on the ground covering the highly anticipated Saudi Cup, a darts shoot with AK Bets, PR for the William Hill Sports Book of the Year Award, as well as the launch of Square in the Air’s very own brand-new podcast, Disc Jockeys, in aid of the Injured Jockeys Fund.

09/02/2025

SITA at The Saudi Cup 2024

For the fourth consecutive year, we set off to the Middle East to run the press office and social media activity of the Saudi Cup, the world’s most valuable race meeting.

During a week in Riyadh, our team was up in the early mornings to attend trackwork and speak to connections, manage press conferences and social media as well as releasing breaking comments from trainers and jockeys, building anticipation ahead of the Saudi Cup meeting.

The speed continued into Saturday night, with the team busy grabbing social media content, sending press releases and managing press conferences during the main event.

The action on the track certainly didn’t disappoint, as the Brits landed two big prizes under the lights at King Abdulaziz Racecourse, with the Sir Alex Ferguson-owned Spirit Dancer’s victory being a major story. The Saudi Cup itself produced a nail-biting conclusion as Senor Buscador ran down Ushba Tesoro in the dying strides to claim the prize for the USA.

Our hard work over the week was well received and we achieved over 10 million impressions on social media as well as hundreds of pieces of coverage showcasing The Saudi Cup.

Checking out the main contenders ahead of the Darts Premier League

Another exciting piece of work involved organising a shoot in London to generate long-form and social cut-down content for AK Bets, specifically designed for darts enthusiasts ahead of and during the Premier League Darts from Feb to May. This shoot marked the first collaboration between our B2C team and AK Bets, building on our wider team's previous successes with the operator.

Sky Sports Darts' presenter Emma Paton was joined by our esteemed panel of darts legends including BDO World Champion Stephen Bunting, 2x PDC World Darts Champion Adrian Lewis and The Voice of Darts Russ Bray, discussing some of the biggest talking points ahead of and during this Premier League Darts season – from top tips to why Stephen Bunting took up TikTok and how Adrian Lewis lets off steam after big events! The results so far have been hugely promising, with the first few long-form videos and several cutdowns generating six-figure engagement across AK Bet's social channels.

William Hill Sports Book of the Year Award 2024

2024 promises to be a big one for the William Hill Sports Book of the Year award, now in its 36th year and renowned as the world's longest-standing and most prestigious literary sports-writing prize. We've had the privilege of collaborating with William Hill to promote this year's competition through extensive media outreach as well as engaging with authors and publishers, encouraging them to submit their books for consideration.

An additional facet to this year’s campaign is helping with the launch of their brand-new radio show on talkSPORT2 titled William Hill Sports Book Club which invites guest authors onto the show to talk about their submissions for this year’s SBOTY award.

The award itself will be named during a late 2024 ceremony, so we will be working hand-in-hand with William Hill over the coming months in order to push the competition as far as possible.

See more

Disc Jockeys

In February, we produced a unique music and conversation-style podcast called Disc Jockeys, which has already featured some of the most successful jockeys and horse racing personalities, who choose five of their favourite songs whilst recalling their five most memorable racing moments. So far, the episodes have included big racing names such as Barry Geraghty, Tom Scudamore and current Jockeys’ Championship leader Harry Cobden.

Each episode, Square in the Air donates £250 to the Injured Jockeys Fund which provides massive help to people in racing. The guests also share their experiences with the IJF and how they have helped them personally.

Check out more episodes!

SITA at The Saudi Cup 2024

For the fourth consecutive year, we set off to the Middle East to run the press office and social media activity of the Saudi Cup, the world’s most valuable race meeting.

During a week in Riyadh, our team was up in the early mornings to attend trackwork and speak to connections, manage press conferences and social media as well as releasing breaking comments from trainers and jockeys, building anticipation ahead of the Saudi Cup meeting.

The speed continued into Saturday night, with the team busy grabbing social media content, sending press releases and managing press conferences during the main event.

The action on the track certainly didn’t disappoint, as the Brits landed two big prizes under the lights at King Abdulaziz Racecourse, with the Sir Alex Ferguson-owned Spirit Dancer’s victory being a major story. The Saudi Cup itself produced a nail-biting conclusion as Senor Buscador ran down Ushba Tesoro in the dying strides to claim the prize for the USA.

Our hard work over the week was well received and we achieved over 10 million impressions on social media as well as hundreds of pieces of coverage showcasing The Saudi Cup.

William Hill Sports Book of the Year Award 2024

2024 promises to be a big one for the William Hill Sports Book of the Year award, now in its 36th year and renowned as the world's longest-standing and most prestigious literary sports-writing prize. We've had the privilege of collaborating with William Hill to promote this year's competition through extensive media outreach as well as engaging with authors and publishers, encouraging them to submit their books for consideration.

An additional facet to this year’s campaign is helping with the launch of their brand-new radio show on talkSPORT2 titled William Hill Sports Book Club which invites guest authors onto the show to talk about their submissions for this year’s SBOTY award.

The award itself will be named during a late 2024 ceremony, so we will be working hand-in-hand with William Hill over the coming months in order to push the competition as far as possible.

See more

Checking out the main contenders ahead of the Darts Premier League

Another exciting piece of work involved organising a shoot in London to generate long-form and social cut-down content for AK Bets, specifically designed for darts enthusiasts ahead of and during the Premier League Darts from Feb to May. This shoot marked the first collaboration between our B2C team and AK Bets, building on our wider team's previous successes with the operator.

Sky Sports Darts' presenter Emma Paton was joined by our esteemed panel of darts legends including BDO World Champion Stephen Bunting, 2x PDC World Darts Champion Adrian Lewis and The Voice of Darts Russ Bray, discussing some of the biggest talking points ahead of and during this Premier League Darts season – from top tips to why Stephen Bunting took up TikTok and how Adrian Lewis lets off steam after big events! The results so far have been hugely promising, with the first few long-form videos and several cutdowns generating six-figure engagement across AK Bet's social channels.

Disc Jockeys

In February, we produced a unique music and conversation-style podcast called Disc Jockeys, which has already featured some of the most successful jockeys and horse racing personalities, who choose five of their favourite songs whilst recalling their five most memorable racing moments. So far, the episodes have included big racing names such as Barry Geraghty, Tom Scudamore and current Jockeys’ Championship leader Harry Cobden.

Each episode, Square in the Air donates £250 to the Injured Jockeys Fund which provides massive help to people in racing. The guests also share their experiences with the IJF and how they have helped them personally.

Check out more episodes!
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