Sports data study
Sports Arena Campaign
130
Total placements
11
DR70+ links
122
Backlinks earned
The challenge
A sports betting client needed backlinks from respected publications to drive qualified traffic. The challenge was creating content sports journalists would actually want to cover during a competitive news cycle.
The approach
I analysed arena data across multiple metrics: fan experience ratings, ticket prices, concession costs, seat comfort and accessibility. A comprehensive ranking of every league arena gave sports journalists a data-backed story their readers would engage with.
- Timed the launch for April (playoff season) when sports coverage peaks
- Localised angles for each city's media
- Shareable graphics showing the top and bottom five arenas
- Heavy focus on Canadian outlets that would gain US recognition
The results
- Placement in Sports Illustrated
- Vancouver Sun (major Canadian daily)
- National Post (Canada's national newspaper)
- Multiple regional radio stations (NJ 101.5, Power 102.9)
- Picked up by a syndication network
Key takeaway: timing and localisation are everything. Launching during playoff season with city-specific angles meant journalists could tie the study straight into existing coverage — 130 placements without a single paid link.
