Switch wanted to tell a story that stood out from what other brands were doing at the Betway SA20 2026 tournament. So we partnered with Rudy Paige and Juan de Jong from Behind the Ruck in order 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)