In February Betfair signed a deal with Matchroom Sport to become the new title sponsor of the Prizefighter boxing events, the exciting one-night knockout format which sees one fighter emerge as the last man standing from eight competitors. The events, broadcast by Sky Sports, have breathed fresh life into British boxing, with a number of past winners going on to land title fights.
On May 4th, Synergy and the Betfair team headed over to Northern Ireland for the latest event, with eight Irish contenders going head to head at the King’s Hall, Belfast. The show itself only tells part of the story, with Synergy playing an active role in the lead up to the night, raising awareness of Betfair’s sponsorship.
Each of the fighters were brought together for the launch at the iconic Giant’s Causeway location, featuring exclusive branded interviews that were then hosted across Betfair, Prizefighter and Sky Sports platforms.
Ahead of the fight-night, Betfair gained ownership of the story through an innovative tactical PR execution fittingly named – “Marketing with Balls”. Based on the insight that the weigh-in is a prime opportunity to target a captive audience, Betfair trialled a new sponsorship innovation by placing a Quick-Response (QR) code on the crotch of title favourite Eamonn O’Kane. This activity was a follow up to the Hollis-award winning “Bum-vertising” campaign, which saw QR codes placed on the bikini bottoms of GB beach volleyball stars Zara Dampney and Shauna Mullin.
To launch the tactic, Synergy visited Eamonn O’Kane at his local training gym for a photo shoot in the style of a Dolce & Gabbana underwear launch, and captured some one-to-one exclusive video content for media and Betfair’s social channels.
The story generated talkability around the fight night itself, with a lead piece of coverage in the Metro newspaper, as well as the Irish Sun and the Ireland Metro Herald.
O’Kane was clearly inspired by his unique Betfair briefs, as he went on to claim the Betfair Prizefighter Middleweight crown in front of a rapturous home crowd. All eyes now move to the iconic British boxing venue York Hall, as the big guys roll into London for the Prizefighter Heavyweights clash on June 20th.
By Donald Parish on May 21st, 2012