Reaching
operators and making it last
Mission
Spotlight Sports Group is a data, media and technology company specialising in horse racing and sports betting content. Their products, including the Smart View Tipping Feed and Bet Builder, are built for operators looking to engage bettors more effectively in one of sport's most data-rich markets.
PRace was brought in to help Spotlight reach those operators through two distinct campaigns. One focused on product awareness across horse racing and another supporting the launch of their industry report.
The shared challenge across both campaigns was ensuring the content didn't just peak at launch but continued to drive awareness, engagement and commercial interest over time.
Building campaigns around core assets
Rather than treating each campaign as a standalone ad flight, PRace built longer-term content and paid strategies around Spotlight's strongest assets.
Proprietary data, expert interviews and thought leadership from their specialists were repurposed across multiple formats, creating several touchpoints that could drive awareness, engagement and commercial interest over time rather than peaking at launch and quickly losing momentum.
The horse
racing campaign
PRace ran a paid LinkedIn campaign positioning Spotlight's Smart View Tipping Feed and Bet Builder products directly in front of relevant operator audiences. Thought leadership video content featuring Daniel Smith proved particularly effective, demonstrating the commercial opportunity within horse racing in a format operators were willing to spend time with.
The industry
report launch
In June, PRace supported the launch of Spotlight's industry report with a 14-day paid LinkedIn campaign built around thought leadership ads featuring three SSG specialists. The campaign was designed to drive report visits while building Spotlight's presence among a wider operator audience for future content and commercial opportunities.
Two campaigns,
one standard
4.5M
IMPRESSIONS
FROM £8,500
31K+
CLICKS AT £0.24
CPC
48%
VIDEO COMPLETION
RATE ON THOUGHT
LEADERSHIP CONTENT
£1.89
CPM
904K+
IMPRESSIONS FROM
£1,600
5.44%
CTR ON THOUGHT
LEADERSHIP ADS
22K+
REPORT
VISITS
£1.80
CPM
Budget built for impact
Across both campaigns, PRace delivered reach and engagement at a fraction of standard B2B media costs. By anchoring paid activity around genuine expert insight rather than product promotion, the campaigns generated interest that extended well beyond the initial launch window, turning Spotlight's knowledge into a commercial asset.