SBC Media was asked to work with Stephen Harris, the horse racing guru on Better Collective’s tipster network bettingexpert.com, to deliver brand association with high level horse racing.
Every Wednesday, SBC Media organised for an esteemed industry guest to pick the winners for a handpicked race meet, complete with 2-3 lines of text to justify these selections.
First launched in January 2016, the Tipster Challenge became synonymous with bettingexpert’s horse racing community and Wednesday’s industry coverage on SBC News, with a popular article supplemented by regular posts on Twitter throughout the day.
The competition was carefully modified throughout its 20-month run to maintain engagement and interest from both SBC News readers and #tipsterchallenge followers on social media.
We started by pooling the points scored by our guests to make one average ‘Guests’ total, before learning that companies preferred to fight it out as individual entities.
The most successful of the high-profile bookmaker representatives were LeoVegas Sportsbook Manager Ed Rycroft, Pinnacle Marketing Director Harry Lang, Sun Bets Head of PR Tim Reynolds, William Hill Communications Director Ciaran O’Brien and Ian Marmion, Trading Director at BetStars.
The list of Tipster Challenge alumni also includes 32Red Director of Brand & Acquisition Gerry Murray, Betfred TV Broadcaster Matthew Hulmes, Argyll Entertainment CEO Stuart Tilly, Sky Bet Racing PR Manager Michael Shinners, Betsafe Horse Racing Manager Michael Robinson, Metric Gaming Commercial Director Conall McSorley and BetVictor Head of Sportsbook Product Eoin Ryan.