SITA’S SPORTING YEAR IN REVIEW (SO FAR)…


We’re well over halfway through what has been a thrilling 2022 when it comes to sport, and with a first ever winter World Cup still to come, there promises to be plenty more twists and turns along the way. Looking back on the year so far, we’ve sat down with three of the B2C team for their half-time report on 2022.



Charlie Robertson – Senior Account Manager


1) What’s been your favourite sporting moment in 2022 so far?


Matt Fitzpatrick’s win at the U.S. Open. A brilliant performance from the Englishman at arguably the hardest tournament of the entire golfing season, which included a superb shot from the fairway bunker on the final hole to seal victory. It was one of those shots that will be replayed over and over again, so to be able to pull it off at such an important point was a brilliant moment. If you haven’t seen it, watch it!


2) Which event/project have you enjoyed working on most and why this year?


The Cheltenham Festival. Arguably better than Christmas and this year again proved why. The Cheltenham Festival are the four days in the sporting calendar when horse racing really is front and centre. I always look forward to it most simply because it provides unforgettable moments time and time again, so to be able to be there as part of my job this year was a real thrill.


3) Which work campaign results have you been most proud of and why?


Working as part of William Hill’s press office this year has seen us generate some fantastic coverage across a variety of topics. Whether it was getting the next Countdown host odds used on Good Morning Britain, setting up an interview with BBC Radio Scotland on the next Tory leader or hitting all the major nationals during the Cheltenham Festival, it’s been a really strong period with results our team can be proud of.


4) Who’s your pick for ’Sports Personality of the Year’ so far?


I must admit the race for this year’s SPOTY is wide open, so this wasn’t easy, but I’ve plumped for Joe Root. In my eyes, he’s England’s greatest ever batsman and while captaincy didn’t end as he would have liked, he still continues to churn out runs for fun, including this year where he averages over 60 in Tests. Just a superb cricketer who will go down as one of the best ever to play the sport.


Jake Comaschi – Senior Account Executive


1) What’s been your favourite sporting moment in 2022 so far?


Every time Jonny Bairstow has come out to bat for England this year could easily make for my favourite sporting moment, and to pin it down to one is not going to be easy. Having said that, seeing the Yorkshireman not only win the Headingley Test for England against New Zealand but save it too, with a quite frankly unbelievable 162 off 157 deliveries, gave me goosebumps I’d not had since Headingley 2019 with Ben Stokes.


2) Which event/project have you enjoyed working on most and why this year?


We are very fortunate at Square In The Air to see a lot of different racecourses and call them our office for the day but going over to Saudi Arabia to work on the Saudi Cup was a really enjoyable experience earlier this year. From seeing the world’s best horses strut their stuff every morning at track work to the absolute scenes when local hero Emblem Road stormed home in the world’s richest race, it was an experience to remember.


3) Which work campaign results have you been most proud of and why?


I’m going to get my crystal ball out for this by picking something from the autumn and side with Glenmalure Flyer’s debut victory. Glenmalure Flyer is a mare currently in training with Henry de Bromhead and was gifted to the fans of Shamrock Rovers by 888sport at the end of last year. It’s been a great campaign to work on, from going over to the Tallaght Stadium in Dublin to film Glenmalure Flyer’s ‘signing’ for Shamrock, to running social campaigns allowing fans to pick her racing colours. Shamrock fans will be delighted to hear I won’t be backing her on her debut run this autumn to give her the best chance of winning!


4) Who’s your pick for ’Sports Personality of the Year’ so far?


Jonny Bairstow. In the words of Australian commentator Mark Howard: build the man a statue. Whatever he wants, give it to him; SPOTY, Cricketer of the Year, the freedom of Yorkshire. Whatever it is, he deserves it. I’ve been a cricket fan for as long as I can remember, and for as long as I can remember I have never been so excited about watching someone bat as I have been doing this year with Jonny Bairstow.


Ed Culham – Senior Account Executive


1) What’s been your favourite sporting moment in 2022 so far?


Amateur rider Sam Waley-Cohen winning the Grand National on Noble Yeats. I don’t remember hearing Noble Yeats mentioned in commentary until well into the second half of the race, then suddenly he was there well in contention running to the last few fences. While his rider has had many big race successes in the past, it was a special moment – the first amateur rider since 1990 to win the world’s most famous race. I didn’t even consider backing him, but I was certainly riding an imaginary finish in the run to the line.


2) Which event/project have you enjoyed working on most and why this year?


Writing Steve Cauthen’s Royal Ascot blog. I was lucky to be able to speak to the former jockey before each of the five days of Royal Ascot and write up several blogs for Grosvenor Sport. It was brilliant to listen to his memories of riding countless Royal Ascot winners, of the changes in racing since he retired and of some of the stories of the weighing room and great trainers such as Sir Henry Cecil and Barry Hills.


3) Which work campaign results have you been most proud of and why?


Working on the PR side of things across clients has been particularly rewarding. I’ve learnt a lot about writing up newsworthy angles and gaining coverage in the media. I’ve also secured some strong coverage across different publications and sports through the year and hope there’s plenty more to come!


4) Who’s your pick for ’Sports Personality of the Year’ so far?


Ronnie O’Sullivan. Will the Rocket finally have lift-off? Surely. He deserves it after so long at the top of snooker. I only occasionally watch snooker, but watching Ronnie is different. He may need to win another World Championship and better Stephen Hendry’s record to win SPOTY, but I think there would be few more deserving winners. As a personality he fits into the flawed genius category, which means you never quite know what’s coming next and that makes him fascinating to watch.





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