QPR x CopyBet

Brief

The Brief.

We were tasked with activating CopyBet’s sponsorship of the Championship football club, Queen’s Park Rangers.

The innovative betting provider had recently launched in the UK and needed coverage to reach football fans and bettors to help build its profile within a busy marketplace.

KPIs included media coverage and the generation of backlinks to assist with SEO.

The Response.

ASA regulations around gambling advertising meant that there were strict guidelines to follow, preventing any football content with the first team and the inclusion of players below the age of 25.

To overcome this, we launched the CopyBet Multi-Sport Challenge that pitted the first team players and management staff against each other in a series of fun sporting challenges outside of their comfort zone, such as table tennis, darts, basketball, golf and more. Watch the video here

Ongoing activity to maximise the multi-season partnership includes regular player media interviews, creating engaging content with QPR legends, running ‘money cannot buy’ fan competitions and the management of the play on the Loftus Road pitch day with suppliers, media and influencers.

Watch the video here

The Results.

Across three activation days 3x series of challenge videos were created, achieving a combined 875,000 views on social media.

In addition, we also arranged media interviews with the participating players, which generated over 100 pieces of coverage with a readership of over 7.83m across key football, regional and national publications, including The Sun and Metro, each including branded content and generating backlinks to the CopyBet site.