Betfair appoints CAA Sports to activate FC Barcelona and horse racing partnerships

Betfair has chosen CAA Sports Consulting, a division of entertainment and sports agency Creative Artists Agency (CAA), to activate its global partnerships – including PR activity – with FC Barcelona and two flagship 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 to engage with FC Barcelona’s global fan base that will support Betfair’s ‘Ready?’ brand positioning through PR and digital, social and experiential channels.

In addition, CAA Sports Consulting will create bespoke 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’s head of marketing for the 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, said; “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.”