Our idea was simple, sponsor a famous sportsperson and help them to switch sports and become amateur jockey, with the aim of competing at Cheltenham Festival 2016.

However to make this a sponsorship that could be activated effectively, finding the right sportsperson was essential. After much deliberation, Victoria Pendleton was the only credible option - a cycling legend, National hero, world class on a bike saddle, but total novice in a horse saddle.

Betfair’s sponsorship of Victoria Pendleton was filled with jeopardy and the unknown, but her drive to succeed and athleticism meant the challenge set was just in the realms of possibility – the perfect blend of drama and anticipation to drive PR coverage from a brand sponsorship of an individual.

This was a world-first sponsorship idea, undertaken by an ambitious brand and a brave sportsperson, both willing to put themselves on the line to achieve something magnificent.

The campaign was built on content, with video, photography and interview assets used to drive coverage. Over the course of the year we released ten videos, four photo essays, held eight media days and issued over a twenty press releases, all of which featured extensively in the UK media.

Switching Saddles ran for twelve months:

- March 2015: Cheltenham Festival launch

- April 2015: Grand National training update

- July 2015: First public race

- August 2015: Amateur licence exam

- Sept 2015: First amateur flat race

- November 2015: First Point to Point race

- February 2015: First National Hunt race

- March 2016: Cheltenham 2016 announcement

- March 2016: Cheltenham 2016 Foxhunters Chase

Switching Saddles was a yearlong national campaign covered by every UK media outlet, from the north of Scotland to the south of Cornwall, making Betfair the most talked about betting brand in the country.

- Betfair’s reputation in the horse racing industry received a positive shift, with sentiment for the campaign amongst horse racing media registering 82% positive

- The campaign delivered 830 items of Betfair branded coverage in the space of a year

- Just under half (49.3%) of the 830 items of coverage were in national media

- The campaign helped Betfair to secure a spontaneous brand awareness increase of 2%

- On the back of the campaign launch (March 2015) Betfair achieved its best Cheltenham to date with £160 million bet on the festival - a 12.4% increase in the volume of bets placed compared to the previous year (2014)

- The volume of bets on the Betfair Sportsbook for Victoria Pendleton’s race, the 2016 Foxhunter’s Chase, increased by 49% YOY making it one of the top ten UK races of the year

- The Betfair Exchange saw £5.1 million matched on the 2016 Foxhunter’s Chase, up 35% YOY