Haye vs. Bellew

20. Jul 2017

We created a 360 content driven campaign to drive the impact of David Haye's heavyweight clash with bitter rival Tony Bellew.

  • The campaign launched with a hugely successful announcement video that broke the news David Haye was to fight Tony Bellew who was making the step up from Cruiserweight to Heavyweight on March 4th at the O2 arena in London.


    We featured a two-part documentary giving our viewers an in depth look into the training camps of both fighters. This presented the stark contrasts of Bellew’s gritty, tough & functional base in Sheffield to David’s far more luxurious and tropical surroundings halfway across the world in Miami. The footage went out across Facebook, Twitter, Instagram and was included in on-site articles.


    Preparing For Battle: Haye vs Bellew

    "F*ck being a Vegan." Safe to say that David Haye & Tony Bellew are preparing for the fight in VERY different ways 😂😂

    Posted by SPORTbible on Tuesday, February 28, 2017



    As part of our coverage over the course of this campaign, we mixed HD Live Streaming on the SPORTbible Facebook page with a more personal behind the scenes Instagram story approach, capturing the heated first press conference & weigh in at the O2 Arena. This allowed us to be one of the first media outlets to release the key flash point of the event, the infamous press conference ‘Punch’.


    It all kicked off as David Haye and Tony Bellew came face to face!

    Posted by SPORTbible on Wednesday, November 30, 2016


    The campaign was amplified on social and helped build on of the biggest fights of the year in the UK in terms of social reach and viewing figures. Sky Sports Box Office expected a pay-per-view audience of 600,000 while the SPORTbible content received 11.8 million views and reached over 44 million people.


  • — The Results

    Reach: 44,833,906

    Video Views: 11,834,361

    Reactions: 819,620

    Shares: 48,419