Switch wanted to tell a story that stood out from what everything else was doing at the Betway SASO 2026 tournament,  so we partnered with with Rudy Paige & Juan de Jong  from Behind the Ruck to achieve this.

OBJECTIVE

• Increase affinity & saliency towards the Switch brand
• Deliver unique experiences at each game
• Create content that connects and engages with fans

WHAT WE DID

Switch partnered with Behind the Ruck:

• SA20 Auction – launched the partnership by broadcasting across all BTR/Switch digital platforms & giving away tickets
• Weekly podcast – Switch branding in studio & Switch Game Changing moments
• Match day activations – Rudy & Juan engaging with fans and creating content that was shared across all BTR/Switch digital platforms

RESULTS

The fans loved engaging with Behind the Ruck online and in stadiums, with some impressive numbers:

• Over the course of the tournament, we created 25 fan engaging content pieces that reached received over a million views across all digital platforms (Source: Native Media Switch & Behind the Ruck)
• Podcast views over the sponsorship duration 447,940 (Source: YouTube)
• Podcast likes over the sponsorship duration 15,510 (Source: YouTube)