CASE STUDY
Tipico Sportsbook
Outmaneuvering Fortune 500 Competitors with High-Impact Media Relations
Results
Achieved the primary goal of creating buzz, driving awareness, and encouraging first-time deposits.
Secured over 37 billion media impressions.
Executive commentary and data featured in the Associated Press, USA Today, and ESPN.
“Really pleased so far with the coverage around this. Appreciate the effort that went into this one and thrilled with the media thus far! Awesome to get Tipico’s name in some places it hasn’t been previously.”
–
VP Business Development, Tipico
To make a splash in the highly competitive online gambling market, Tipico Sportsbook turned to The Pollack Group (TPG) to maximize awareness and drive first-time deposits ahead of its 2023 New Year’s Day launch in Ohio.
TPG devised a robust media relations strategy to showcase Tipico’s in-house technology and hyperlocal approach, positioning the brand as Ohio’s local sportsbook and leveraging partnerships with Ohio fan favorites like the Columbus Crew and Rhinegeist Brewery. The Pollack Group’s strategic efforts delivered over 1,000 media placements in Ohio and nationwide, resulting in more than 19 billion paid and earned media impressions. The company also saw a significant increase in traffic to its website and app following the launch of its sportsbook in Ohio.
After the launch, TPG played a pivotal role in evolving the brand’s messaging and strategically announcing several other key milestones. Most notably, TPG created the Fair Play Pledge, a first-of-its-kind holistic initiative to outpace the industry’s empty responsible gambling promises and give control to its customers. The agency developed a messaging framework for the initiative, trained key spokespeople, and secured media placements that described the initiative as “shockingly simple and clear” and a “departure from conventional norms.”
TPG also spearheaded Tipico’s ongoing thought leadership program, leveraging expert insights and data to highlight the impact that icons like Shohei Ohtani and Taylor Swift could have on the entire sports betting landscape. These tactics yielded top-tier coverage in outlets including the Associated Press, USA Today, and ESPN. TPG took this a step further with a survey tailored toward diehard basketball fans during March Madness in 2024 that yielded over 1 billion impressions.
