Square in the Air
Square in the Air is a London-based, 50-person full-service creative marketing agency founded in 2006, serving B2B iGaming suppliers and B2C sports betting operators with PR, creative, social media, design, video, and affiliate content services across the UK, Ireland, Hong Kong, and Saudi Arabia.
- Company typePrivate
- Founded2006
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Square in the Air does
Square in the Air is a London-based, full-service creative marketing agency founded in 2006 by Bill Esdaile that specializes exclusively in the sports, betting, and online gaming sectors. The firm operates from a Holborn, central London headquarters with a 50+ person team structured into specialized functions including B2B, B2C, Creative, Design, Social, Video, and HR. Its service portfolio spans Creative Marketing, PR and Media Relations, Social Media and Influencers, Ambassadors and Sponsorships, Design and Branding, Video and Content Production, Affiliate Content, Digital PR Campaigns, and an in-house industry podcast (iGaming FM).
The agency serves two parallel client segments: B2B iGaming and sports betting suppliers (Pragmatic Play, Games Global, OpenBet, Blueprint Gaming, Yggdrasil, Relax Gaming, White Hat Studios, RubyPlay, Light Wonder, GiG, Aspire) and B2C sports betting and gaming operators (William Hill, BetMGM, 888sport, Grosvenor Sport, talkSPORT BET, Codere, Star Sports, World Pool/Hong Kong Jockey Club). It also runs an Affiliate and Streaming Partner Program with affiliates such as OLBG, Slot Gods, Slots Judge, WhichBingo, and Big Win Board. Distribution is direct-to-client via dedicated account teams, with new business originating from website inquiries, referrals, and industry events such as ICE Barcelona, SBC Summits, iGB L!ve, and BrightonSEO.
Commercially the firm is a privately held, services-led agency with revenue derived from professional services fees on client engagements; pricing is quote-based and not publicly disclosed. There is no proprietary technology platform, no AI/ML capability, and no external funding rounds or parent company. Recent strategic activity includes the July 2024 promotion of Ben Cleminson to CEO and the October 2025 launch of an integrated Creative function via the dual appointment of a Chief Client Officer and Chief Creative Officer, alongside an upgraded Holborn office. Geographic footprint covers the UK and Ireland as a core market, with active international work for the Hong Kong Jockey Club and a visible presence in Saudi Arabia.
Square in the Air firmographics
Firmographics- Name
- Square in the Air
- Legal name
- Square in the Air
- Website
- https://squareintheair.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Square in the Air is a London-based, 50-person full-service creative marketing agency founded in 2006, serving B2B iGaming suppliers and B2C sports betting operators with PR, creative, social media, design, video, and affiliate content services across the UK, Ireland, Hong Kong, and Saudi Arabia.
- Ownership category
- akta.pro rank
Square in the Air industry classification
Industry- Product category
- Sports & Gaming Marketing Services
- NAICS
- Performing Arts, Spectator Sports, and Related Industries (711)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Customer Engagement (CRM, Loyalty, Promotions & VIP) (MPAEACAI)
Keywords
Where Square in the Air is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Square in the Air business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Marketing Services Fees: Full-service marketing agency providing PR, social media, creative, design, video production, and affiliate content services to B2B and B2C clients in the sports, betting, and gaming industry. Revenue generated through client service engagements.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Square in the Air product offering
Product offeringCore offering
Square in the Air is a full-service creative marketing agency specializing in sport, betting, and online gaming. It delivers PR & media relations, social media management, ambassador and sponsorship activations, design and branding, video production, affiliate content, and data-led digital PR campaigns to B2B gaming suppliers and B2C betting operators across the UK, Europe, and select international markets.
Product overview
Square in the Air is a multi-award-winning full-service marketing agency specializing in sport, betting, and online gaming. The company operates as a service-based agency offering integrated marketing solutions including Creative Marketing, PR & Media Relations, Social Media & Influencers, Ambassadors & Sponsorships, Design & Branding, Video & Content Production, Affiliate Content, and Digital PR Campaigns. The agency serves both B2B and B2C clients with a team of 50+ professionals. Their offerings also include an Affiliate & Streaming Partner Program connecting game providers with affiliates and streamers, as well as iGaming FM, the agency's in-house podcast. The company is structured into specialized teams including Management, B2B, B2C, Design, Social, Video, and HR.
Differentiator
Problem solved
Functional benefit
Products and services
- Creative Marketing A creative function helping brands define their identity and build campaigns with platforms, messaging, and creative that delivers emotional connection and commercial results. For B2B and B2C clients in sport, betting, and gaming.
- PR & Media Relations Positioning companies and building brand awareness in competitive European marketplaces through tailored digital PR methods supporting business and audience development strategies for sports, online gambling, and iGaming brands.
- Social Media & Influencers Managing social media presence, nurturing client reputations, and navigating always-on social media for B2B and B2C brands in sport, betting, and gaming.
- Ambassadors & Sponsorships Talent identification, contract negotiation, and strategy-led activations for ambassador and sponsorship partnerships in the online sports, betting, and gaming industry.
- Design & Branding Strategic brand positioning and visual marketing deliverables including animated explainer videos, social graphics, and website design.
- Video & Content Production Multimedia content creation including sponsorship activations, trade show coverage, location shoots, display content, animation, and employer branding.
- Affiliate Content Player reach and engagement through leading affiliate websites with dedicated affiliate managers and strategic advice for the UK affiliate landscape.
- Digital PR Campaigns Data-led PR campaigns combining surveys, research reports, and creative insights with SEO-driven outreach to earn backlinks and build online authority for clients.
- Affiliate & Streaming Partner Program Free partnership program connecting game providers with affiliate websites and streamers for optimal brand and content placement.
- iGaming FM Podcast Square in the Air's in-house podcast covering iGaming industry news and interviews with industry professionals.
Quantifiable outcome
- Over 70 pieces of print and online news coverage totalling 2.7 million views for Hong Kong FWD Champions Day promotion
- +3 more outcomes
Companies that use Square in the Air
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles2 records
Square in the Air technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Square in the Air partnerships and signals
Strategic signalPartnerships
24 partnerships are on record, tiered minor and core.
- 888SPORTminorSports betting brand partner listed among the agency's partner logos on the main website homepage.
- AspireminoriGaming platform provider partner listed among the agency's partner logos.
- Blueprint GamingminorGaming content provider partner listed among the agency's partner logos. Also referenced as B2B client.
- GiG (Gaming Innovation Group)minorGaming technology provider partner listed among the agency's partner logos.
- Hong Kong Jockey Club (HKJC)corePR and marketing partner for Hong Kong racing promotion. SITA handled PR & Comms for World Pool and FWD Champions Day, promoting Hong Kong racing to UK & Irish media.
- OpenBetminorGaming technology provider partner listed among the agency's partner logos.
- Pragmatic PlaycoreMajor gaming content provider client. SITA has worked with Pragmatic Play since 2018, supporting its journey from slots provider to global content powerhouse.
- William HillcoreOfficial Betting Partner of the Grand National Festival. SITA supports William Hill with PR, creative activation, and social content including Up Front with Simon Jordan podcast and William Hill Sports Book of the Year.
- World PoolcorePR and marketing partner to World Pool's creator and host, the Hong Kong Jockey Club. SITA handles worldwide marketing for World Pool including promotional activities for FWD Champions Day and World Pool Jockeys' Championship.
- YggdrasilminorGaming content provider partner listed among the agency's partner logos.
- Relax GamingminorGaming content provider partner listed among the agency's partner logos.
- Light WonderminorGaming content provider partner listed among the agency's partner logos.
- CodereminorOnline betting operator partner. SITA supported Codere's high-profile sponsorship through targeted B2B, Design and Social communications.
- Star SportsminorSports betting brand partner listed among the agency's partner logos.
- BetMGMcoreSports betting operator partner. SITA conducted highly successful activation for BetMGM to announce the beginning of the Darts Premier League.
- Grosvenor SportcoreGaming and sports betting partner. SITA supports with PR, ambassador sessions with Jamie O'Hara, content creation for Grosvenor Sport.
- talkSPORT BETcoreSports betting radio partner. SITA manages ambassador sessions with Ally McCoist for talkSPORT BET and PR/comms support.
- SIS (Sports Information Services)minorRacing data and content provider partner listed among the agency's partner logos.
- betMakersminorGaming technology provider partner listed among the agency's partner logos.
- OLBG (Online Betting Guide)minorAffiliate partner with dedicated page on SITA website. Leading UK betting affiliate.
- Slot GodsminorStreaming partner listed with dedicated logo on the affiliate & streaming partners page.
- Slots JudgeminorAffiliate partner with logo displayed on the affiliate & streaming partners page.
- WhichBingominorBingo affiliate partner with logo displayed on the affiliate & streaming partners page.
- Big Win BoardminorCasino affiliate partner with logo displayed on the affiliate & streaming partners page.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Square in the Air competitors and assessment
Company assessmentBroad incumbents
- Catena Media: Catena Media is a leading iGaming/sports betting affiliate and digital marketing company. Comparable as a competitor for marketing-driven customer acquisition budgets in the same vertical, though it operates a different model (performance affiliate network) versus SITA's agency services.
- Octagon: Octagon is a global sports and entertainment marketing agency that delivers sponsorship consulting, experiential, and creative work for major brands and rights holders. Comparable as an established sports marketing agency that competes for both the brand and the experiential/sponsorship work SITA delivers, particularly for sportsbook operators.
- Better Collective: Better Collective is a larger, Nasdaq-listed sports betting/iGaming affiliate and digital marketing specialist with global reach. Comparable because it operates squarely in the sports betting marketing/audience-acquisition space, though at much larger scale and through performance/affiliate media rather than agency services like SITA.
- Gambling.com Group: Gambling.com Group is a publicly-traded affiliate marketing business focused on gambling and sports betting customer acquisition. It competes for the same marketing budgets SITA's operator clients control, though via SEO/affiliate media rather than creative/PR agency services.
- SPORTFIVE: SPORTFIVE is a global sports marketing agency that handles sponsorships, media rights, and brand activation for rights holders and brands. Comparable in that it works in sports sponsorship activation (one of SITA's stated offerings) but at significantly larger scale and with a rights-holder rather than operator focus.
Others
- Pragmatic Play: Pragmatic Play is a tier-1 iGaming content provider and one of SITA's largest retainer clients (since 2018). It is not a peer but a customer; included here to illustrate the depth of SITA's anchor-client relationships in the slot content vertical.
Direct peers
- Hidden River Marketing: Hidden River Marketing is a small specialist gambling and sports betting marketing agency based in the UK. It is a direct niche competitor offering marketing, PR, and digital services to gambling operators, supplying the type of work SITA performs for the same tier of clients.
- Pitch Marketing & PR Group: Pitch Marketing & PR is a UK-based marketing and PR group with a dedicated sports/gambling agency (Pitch Athletes / Pitch Betting). It is the most directly comparable UK peer because it competes for the same William Hill/Grosvenor/operator PR briefs with overlapping service offerings (PR, social, content, sponsorship activation).
- Hive (Brand and Communications): Hive is a UK-based creative communications agency with deep gaming and esports experience. Comparable because it offers PR, social, and creative services to gaming/esports brands and therefore competes for a closely overlapping client base with SITA in the betting-adjacent verticals.
Emerging players
- Two Giraffes: Two Giraffes is a smaller, boutique iGaming PR and content agency. It is an emerging direct competitor offering PR and content services to iGaming suppliers and operators, often pitching against SITA on B2B retainers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Square in the Air social profiles
Digital presenceSquare in the Air financial estimates
Financial estimateRevenue estimate
Valuation estimate
Square in the Air leadership team
Management profileNumber of profiles
Profiles13 records
Square in the Air funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Square in the Air M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Square in the Air
What does Square in the Air do?
Square in the Air is a full-service creative marketing agency specializing in sport, betting, and online gaming. It delivers PR & media relations, social media management, ambassador and sponsorship activations, design and branding, video production, affiliate content, and data-led digital PR campaigns to B2B gaming suppliers and B2C betting operators across the UK, Europe, and select international markets.
Is Square in the Air a public or private company?
Square in the Air is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Square in the Air founded?
Square in the Air was founded in 2006. It employs 11 to 50 people.
Where is Square in the Air based?
Square in the Air is headquartered in London, United Kingdom, in the Europe region.
How does Square in the Air make money?
One revenue line is on record: marketing Services Fees.
Who are Square in the Air's main competitors?
Broad incumbents on record are Catena Media, Octagon, Better Collective, Gambling.com Group and SPORTFIVE. Pragmatic Play is listed as an others. Direct peers are Hidden River Marketing, Pitch Marketing & PR Group and Hive (Brand and Communications). Two Giraffes is listed as an emerging player.
Does Square in the Air have an API?
No public API is recorded for Square in the Air.
What industry is Square in the Air in?
Square in the Air's product category is Sports & Gaming Marketing Services. Its primary akta.pro industry code is MPAEACAI, Customer Engagement (CRM, Loyalty, Promotions & VIP). Its NAICS code is 711 and its SIC code is 7900.