Betfair Appoints Caa Sports

Betfair has appointed CAA Sports Consulting, a division of entertainment and sports agency Creative Artists Agency (CAA), to activate its global partnership with FC Barcelona and horse racing events, the Betfair Chase and Betfair Tingle Creek.

The internet betting exchange became an official global partner of FC Barcelona after signing a three-year deal in July this year. CAA Sports Consulting has created a campaign for FC Barcelona’s fan base to support Betfair’s ‘Ready?’ brand positioning through digital, social, experiential, and PR channels.

In addition, CAA Sports Consulting will create experiential activations to drive engagement and visibility around two of Betfair’s headline racing sponsorships, the Betfair Chase at Haydock Park in November and Tingle Creek at Sandown Park in December.

Stephen Mault, Betfair, head of marketing UK and Ireland said: “We have been impressed with the strategic thinking, creativity, and culture of the team at CAA Sports. In true Betfair tradition, we have some big activation plans across both FC Barcelona and the horse racing, which will be launched and rolled out very soon.”

Andy Kenny, head of CAA Sports Consulting London, added: “Betfair is an innovative and pioneering brand, with a distinctive positioning in the sector, and we are really enjoying working with them in planning what we know will be a very creative and impactful campaign over the coming months.”  

CAA Sports recently expanded its global marketing with the acquisition of two sports marketing agencies, including the London-based brandrapport and Munich-based Cemano Communication.