Betfair`s fan v fan Cricket campaign scoops top Industry Award

BETFAIR`S Fan v Fan marketing campaign, created to activate the betting exchange`s sponsorship of the ECB during last year`s Ashes series, picked-up a prestigious award last night.

The summer-long activity, centred round a series of unique Challenges between England legend Phil Tufnell and ex-Aussie fast bowler Jason Gillespie, was named winner in the `Best Use of PR in a Sponsorship Campaign` category at the Hollis Sponsorship Awards.

The madcap Challenges, from Pedalo Racing in Cardiff Bay to a Lawn Mower Grand Prix at Lord`s, generated a huge amount of media coverage across print, online, and broadcast media. Pitting two rivals against each other helped demonstrate Betfair`s unique platform where fans bet against one another.

The campaign saw off stiff competition from other shortlisted brands including insurance giant Aviva and oil company Castrol.

Betfair`s Head of UK Sports PR Andy Lulham said: "This is a fantastic achievement and is testament to the hard work of many people both in our own PR Team, and also at our sponsorship agency, Synergy.

"Sponsorship is a key part of our strategy, so it`s great that our activation work hasn`t gone unnoticed in what is a very competitive industry."

The Hollis Sponsorship Awards 2010, held at the London Marriott Hotel, Grosvenor Square, recognises the best work of the UK sponsorship industry and, this year, was judged by 22 of the industry`s leading figures.

The Judging panel`s feedback stated: "Betfair used its association with the Ashes to create a personality-based PR campaign. Activated across traditional and new media, the quirky campaign quickly built a strong and engaged audience.

"By attaching a Fan v Fan mechanic, Betfair was able to reinforce how its consumer proposition differs from that of traditional bookmakers."