PIVOTING SPONSORSHIP PR DURING LOCKDOWN
In April 2020, football in England was postponed. This created a challenge for Sportsbet.io whose rights with Watford FC were tied up in match days. How could Sportsbet keep eyeballs on their logo without a ball being kicked?
Leverage Sportsbet.io’s rights with Watford FC to generate earned media coverage in lockdown. And do it quickly, so other clubs and brands don’t beat us to the punch.
Watford Goalkeeper Ben Foster is a cycling nut – and a great personality. We tasked him with leading a digital, Sportsbet Powered Spin Class from his home with a group of first team players. We then broadcasted the class to the world’s leading media outlets.
235 pieces of coverage generating a total “opportunities to see” of 484 million. The story was picked up across the world in global platforms including SPORTbible, ESPN, Goal, Eurosport and Best of Football.
85% of coverage featured our Spin Class video in full, including primetime broadcast slots on NBC Sports Network, Sky Sports News, BT Sport and BBC Football Focus.