Betway is a household name in sports betting via high-profile sponsorships and partnerships, but wanted to impact the pop-culture betting space via newsworthy markets – where competitors had been successful. The goal was to break into lifestyle media with relevant, engaging stories that resonated beyond sport, without chasing irrelevant clicks.

Already running successful digital PR campaigns for Betway, we adapted our strategy to put reactive PR at the forefront – a move designed to break the brand into new markets and expand its reach beyond sport.

We built a year-round calendar, blending proactive and reactive stories, supplying timely odds on everything from Strictly Come Dancing to the next James Bond. By staying alert to cultural flashpoints – James Blunt’s surprise chart comeback, Oasis reunion rumours – we delivered quick-turnaround stories that landed in lifestyle, entertainment and national press.

This agile approach ensured Betway was part of the conversation as it happened, earning relevant coverage, natural links and attention from audiences it hadn’t previously reached.

Our campaigns also helped Betway capture cultural search moments – with /sports now ranking for ‘Strictly Come Dancing’ and more than 50 ‘Love Island’ keywords in the UK – while driving measurable gains in brand authority and visibility.