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Switching Saddles
‘Switching Saddles’ was a ground breaking campaign conceived and delivered by Pitch for Betfair that saw Victoria Pendleton take up a new career as a jumps jockey, aiming to competing at the 2016 Cheltenham Festival.
‘Switching Saddles’ not only delivered a solution to a challenging brief and exceeded commercial and PR objectives, but also delivered a refreshing approach to bookmaker PR. It also took horse racing into the wider sports pages – making a female ambassador the hero in a predominantly male environment.
