Abelson Sports: Crafting a growth narrative

Abelson Sports has genuine depth in a sector full of noise. They are a long-established provider of sports data, odds and technology services. Following a rebrand, they needed a B2B media strategy that matched the ambition behind it. Square in the Air rebuilt everything so the identity took hold in the right places.

The Ask

Increase the visibility of a refreshed brand across B2B channels. Position Abelson Sports alongside the biggest names in sports data and technology. Turn a company that had been managing communications internally into one with a consistent, credible presence across media, awards and industry conversation.

The Idea

Working alongside CEO and founder Ed Abelson and the wider leadership team, Square in the Air built and executed a B2B media strategy across three distinct pillars.

Media relations: product innovations, commercial agreements and sector commentary placed with the right publications at the right moments.

Thought leadership, genuine editorial content that put Abelson Sports voices into the conversations that matter in sports data and betting technology. Award submissions, managed with care and precision, placing Abelson Sports on shortlists alongside some of the biggest providers in the space, consistently.

A supplier with real substance and real opinions, given the platform to prove it.

The Output

Consistent B2B media coverage across product launches, commercial announcements and industry talking points. Award shortlist appearances alongside major sector players. A brand that takes hold, in print, online and in the rooms where decisions get made.

"After years of internal management, we realised we were creating unnecessary work. Partnering with SITA has already delivered exceptional value."

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