Fury vs Wilder Fight Night Campaign Breaks Records

If you love a flutter at the casino then you have probably been to the Grosvenor before. They are the UK’s largest land-based casino operator, and in recent years have expanded their operations in the world of online sports betting. Their new sportsbook is slick and stylish, with an array of different markets to choose from.

Objective

We were briefed by the client to promote the Tyson Fury v Deontay Wilder fight, using this as a test and learn opportunity to drive acquisition and capitalise on the nationwide interest around this boxing match. One thing unique about the campaign was that Grosvenor land-based Casinos already had a strong following of sports fans that use the Casino facilities to watch live events and wager in house. Thus, opportunity was rife to drive not only footfall but also to transition live customers to the site.

Results Highlights

145%

Growth in FTD’s

43%

Decrease in CPA

264%

Increase in Conversion Rate

-74%

Further Decrease in CPA

Strategy

1. Attention to Search Trends

From as early as August—when the fight was announced—we closely tracked search term appearances in SQRs and monitored growing keyword volumes through internal reporting. This enabled us to chart and anticipate user intent as interest built rapidly in the lead-up to fight night.

2. Tightly Themed Ad Groups – Clustering Themed Keywords

Drawing from experience with similar event-based campaigns, we segmented keywords into tightly themed ad groups. This approach helped achieve maximum ad relevance and Quality Score, a crucial factor in a high-stakes, margin-sensitive operation. Ensuring our ad copy precisely matched search terms was vital to performance.

Implementation

1. Ad Scheduling – The Importance of Overnight Traffic

The fight was scheduled for 5am UK time. Although traffic spiked midweek, much of it was low-intent. We focused our budget on Friday night, using scripted hourly modifiers to ramp up exposure during the hours leading to the opening bell.

25% of FTDs occurred in the 5 hours before the fight.

2. Trading Offer Strategy

To boost engagement and conversion:

We launched a flexible dual offer strategy, tailoring boxer-specific ads—e.g. searches for “fury odds” served dedicated 7/1 offers.
Offers were promoted as “Paid in Cash”, giving the message extra impact and standout appeal.

3. Landing Page and User Journey

We introduced a unique split landing page—half for Fury, half for Wilder—each with personalised odds and clear calls-to-action. Clicking a side led users into a themed journey, reinforcing their boxer’s offer. These pages offered: