Square in the Air
- Founded
- 2014-01-01 in London, United Kingdom
- Headquarters
- London, United Kingdom
- Phone
- +44 20-3586-8266
Square in the Air is a multi-award-winning creative marketing consultancy serving the US sports betting, iGaming, and horse racing industries. With headquarters in London, UK, and a dedicated US arm, the agency specialises in integrated marketing strategies, brand development, creative campaigns, digital media, and public relations for operators, suppliers, and affiliates in the regulated gambling sector. Founded in 2014 by industry veterans, Square in the Air has grown to become a trusted partner for major brands entering or expanding in the competitive North American and European markets. The company is known for its data-driven approach, deep regulatory understanding, and ability to launch and scale brands in fast-moving markets. Its portfolio includes work with leading sportsbooks, casino operators, and technology providers, earning multiple industry accolades for campaign effectiveness and innovation. Square in the Air positions itself as a strategic partner rather than a traditional agency, offering end-to-end services from market entry consulting to ongoing creative and media management.
Detailed Review
History
Square in the Air was established in 2014 by Tim Phillips and Kelly-Marie Hendrickson (née Kelly-Marie Edwards), both with extensive experience in gambling marketing and media. The agency quickly gained a reputation for its deep sector expertise and creative output, winning accounts with major operators like Betfred, Betway, and William Hill in the UK. In 2019, the company made a strategic move into the US market as states began legalising sports betting following the repeal of PASPA. It opened a US division, Square in the Air US, led by Jack Davison, to support clients navigating the complex state-by-state regulatory landscape.
Services and Offerings
The agency has since worked with operators including FanDuel, DraftKings (on specific campaigns), PointsBet, and SuperBook, as well as B2B suppliers like Kambi and Sportradar. Square in the Air’s services encompass brand strategy, creative concept development, TV, radio, and digital production, media buying and planning, influencer marketing, PR, and affiliate management. The company prides itself on its ‘in culture’ approach, creating campaigns that resonate with sports fans and bettors while maintaining compliance with strict advertising regulations. It has offices in London and in the US (locations include New Jersey and Colorado). The agency has been consistently recognised at industry awards, including the EGR Marketing & Innovation Awards, SBC Awards, and Global Gaming Awards, often winning in categories for best creative campaign, best media buying, and best use of data.
Market Position and Strategy
Square in the Air is also known for its thought leadership, regularly publishing market insights and hosting industry events. As of 2025, the company continues to expand its US presence and diversify its client base into new verticals like iGaming (casino) and horse racing, leveraging its London heritage and US on-the-ground expertise. The agency’s headcount is estimated at 50–80 employees, though exact figures are not publicly confirmed.
Key Products
SITA Affiliates
Affiliate marketing management and network services for operators.
SITA Insights
Proprietary data and analytics offering providing market intelligence, consumer trends, and campaign performance measurement.
Square in the Air US
Dedicated division offering US-focused sports betting, iGaming, and horse racing marketing services, including market entry strategy, compliance-ready creative, and media buying.
SITA Studio
In-house creative studio producing TV, radio, digital, and social content specifically tailored for regulated gambling advertising.
SITA Media
Media buying and planning service that specialises in sports media, with a focus on geotargeted and demographically precise campaigns for US states.
SITA PR
Public relations and communications arm handling corporate reputation, product launches, and crisis management for gambling clients.
Offices & Headcount
65 employees (approx.)
Key Persons
- Jack Davison
CEO, Square in the Air US
- Tim Phillips
Founder & Group CEO
- Kelly-Marie Hendrickson
Founder & Chief Strategy Officer