Bringing the entertainment to fans at Cheltenham Festival


Our main task as BetMGM’s comms and PR agency is delivering on their mission of being the most entertaining brand in the space and delivering ‘Golden Moments’ for fans.

To celebrate the brand’s first Cheltenham Festival, where they had a title-sponsor race, we needed to put on a truly unique, attention-grabbing activation that made a mark with racegoers and press.


How We Got There

We launched the ‘BetMGM Residency’ – linking with the brand’s entertainment and Las Vegas heritage – by delighting fans at the Cheltenham Festival with a surprise gig from R&B icon Craig David.

We built a bespoke gold stage to show off the brand as racegoers flocked to the surprise set. Craig David celebrated with stories to his 970,000 Instagram followers, while media covering the Cheltenham Festival quickly picked up on the story.

This activity was bolstered by engaging sports content creators, who captured the gig and the brand’s hospitality at the Festival, while press office activity supported all BetMGM’s content at its first Cheltenham Festival.

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