Abelson Sports first engaged Square in the Air following the launch of its new branding at the start of last year. As one of the industry’s most established providers of sports data, odds, and technology services, the remit was to oversee a B2B media strategy that would increase the visibility of the refreshed brand across various channels.

Expansion and corporate profile

The company had announced a restructure of the business, including a new-look senior leadership team and corporate identity. This overhaul was designed to streamline operational efficiency and service offering to support expansion in key markets including North and Latin America.

Working alongside the leadership team, including CEO and founder Ed Abelson, SITA developed and executed a comprehensive strategy utilising a mix of media relations, engaging storytelling and multimedia content to boost corporate profile and spotlight key business developments.

Our B2B media activity covers product innovations, commercial agreements and genuine thought leadership content, for a supplier always keen to discuss key sector talking points. SITA has also managed award submissions that have consistently helped Abelson hit shortlists alongside some of the biggest providers in the space.

Multimedia and expert insights

Abelson has also partnered with SITA for video content, with Chief Betting Officer Jeevan Jeyaratnam taking a lead role on camera at ICE Barcelona. Among other topics, he discussed the key themes shaping today’s sportsbook landscape, including the practical ways operators can stay competitive in an increasingly demanding market, with the resulting footage rolled out on Abelson’s LinkedIn channel after the event.

Elevate your brand’s narrative

SITA delivers strategic PR and compelling storytelling that drives real market impact. Whether you’re launching a product or redefining your global presence, we can turn milestones into headlines and visions into market-leading narratives. Get in touch with us at b2b@squareintheair.com to see how we can power your next chapter.