Square in the Air were tasked by British Gambler to deliver a series of data-led football campaigns designed to secure high-authority backlinks and place the brand at the heart of the sport’s biggest conversations.

Our strategy centred on identifying topical debates already dominating the news agenda, then building datasets around them to create original, quantifiable stories. For example, our “Most hated Premier League fans” campaign tapped into ongoing discourse around fan behaviour, particularly surrounding Arsenal during a heated title race and wider refereeing debates. By analysing hundreds of thousands of social media mentions through Brandwatch, we were able to measure sentiment and rank fanbases:

Similarly, our “Fiercest UK Derbies” leaderboard capitalised on specific UK rivalries, particularly around key fixtures like the Old Firm derby. By scoring rivalries across multiple intensity metrics such as from on-pitch aggression and match frequency, we created a credible, debate-driven index that subsumed most of the UK’s biggest clubs.

The result of the campaigns was widespread coverage across major titles including The Sun, GOAL, GiveMeSport, beIN Sports, OneFootball and Yardbarker, alongside international reach in Spain and the US. Crucially, the campaigns surpassed KPI targets, delivering a strong volume of high DA backlinks while boosting British Gambler’s search visibility and authority in the industry.

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