The creative hook for the campaign was simple, yet, brilliant. Offering odds of 49-1 to all new customers that the Irish star would be victorious, which was a play on Mayweather’s aim to reach an history-making unbeaten 50-0 fight record, we are able to create over 30 pieces of content and a totally unique brand experience to amplify the sponsorship across earned online and social media.

o 37 pieces of content were created specifically for UK PR and Social Media purposes to drive consumers to Betsafe’s website pre-fight.

o Unveiled ‘Notorious Airways’, a luxury private jet, which depicted a giant image of the Irishman alongside a reminder of the #49to1 Betsafe boosted odds offer.

o Used ‘Notorious Airways’ to fly key national media with large online reaches to Las Vegas along with Betsafe competition winners, Betsafe ambassadors, Tony Bellew, Jimi Manuwa & Emil Meek and boxing promoter Eddie Hearn.

o Surprise and delight activation with Conor by taking his own personal message back to Dublin, and personally inviting two members of his Straight Blast Gym team to come across and watch his fight live in Vegas.

o McGregor produced a surprise ‘plane safety video’ message to ensure those on-board travelled safely and adhered to ‘Notorious Airways’ private jet ‘rules and regulations’.

The most successful campaign that Betsafe have ever done in the UK. Results against objectives:

1. Amplify Betsafe’s sponsorship of Conor McGregor ahead of his fight with Floyd Mayweather through UK PR:

• Generated 100 pieces of online coverage with an average Domain Authority of 70 linking directly to Betsafe odds pages and blogs

2. Drive ‘New Depositing Customers’ (NDCs) for Betsafe (people who have never placed a bet with the brand before):

• 2146% higher than Betsafe’s biggest NDCs campaign in 2017 during the Fight Week for Tony Bellew vs David Haye in February

3. Cut through all of the noise, ensuring that Betsafe is the go-to brand for betting during Fight Week:

• The UK made up over half (53%) of Betsafe’s total global NDCs for August

• The NDC deposit amount at an all-time high for the UK and was 155% vs the same period in 2016

• According to Forbes: "From July 23 to Aug. 23, Reebok was the brand most associated with the fight, with Beats by Dre generating 88% and Betsafe 85% as much fight-related digital content engagement."