Taking Rio Ferdinand on a journey like no other.
Put Betfair at the centre of a transformational challenge following the success of the ‘Switching Saddles’ campaign with Victoria Pendleton
Connect to football and other key betting markets
Work across owned and earned media channels
Boxing is back in the big time thanks to a host of new British fighters. But it’s not the fight in the man, it’s the man in the fight that gets public and media talking.
An 18 month campaign to transform former England and Manchester United captain Rio Ferdinand from footballer to title chasing boxer – putting Betfair at the heart of a pioneering boxing narrative.
Nielsen: “This resulted in the largest spike of earned media coverage around a PR activation we have seen”
33% of broadcasters used the official Betfair Defender To Contender campaign video
Press conference featured a total of 15 minutes and 2 seconds across all TV News clippings
76 items of national UK coverage
Total of 163 items of coverage across broadcast, print and online