Square in the Air (SITA) has partnered with US counterpart CTP Boston to launch new joint-venture agency Chalk + Dog Communications. 

The JV seeks to become the leading public relations and strategic communications agency for North America’s disrupted and burgeoning sports betting and igaming sectors.

Founded in 2006 by racing expert Bill Esdaile (MD), SITA has expanded its industry presence beyond its ‘boutique status’, growing its agency headcount to a +40 team of PR and comms specialists servicing a leading roster of global gambling B2C and B2B clients.

JV partner CTP is a heritage Boston agency founded in 1996, that has developed marketing campaigns and communication programs for high-profile US sports clients including Boston Red Sox, TVG, The Breeders’ Cup, and many others. 

Esdaile underscored the prominent growth opportunity for Chalk + Dog to dominate US communications, with the agency taking a “name that evokes both the favourite and the underdog in betting parlance.”

“We’ve been considering the best way for Square in the Air to fully enter the U.S. market for some time. We have a number of clients in North America, but we’ve never had people on the ground,” said Esdaile.

“When we first met CTP, it quickly became clear that they were the perfect partner for us to launch this joint venture with. Like us, they are passionate about sports, betting and gaming, they have a fantastic book of clients and some really talented people.

“The combined expertise, knowledge, passion and commitment of both agencies is a powerful proposition and Chalk + Dog is here to help companies big and small achieve their communications and marketing goals in what is a hugely exciting market.”

Chalk + Dog will be managed by long-term SITA Director Ben Cleminson, working alongside CTP Public Relations lead Todd Graff. 

The duo will be supported by SITA and CTP teams providing a full catalogue of marketing services covering the disciplines of –  “PR, sponsorship activation, social media, paid media, brand strategy, creative production, design, digital marketing, branding and analytics.”

Spearheading Chalk + Dog’s account management, Jeremy Balan, a former reporter at Sports Handle, Bloodhorse will be joining the agency later this month, taking the role of PR Account Supervisor. 

Setting course on its stateside journey, Chalk + Dog has already secured two active clients in Tally Technology and Huddle Tech, charged with expanding their B2B technology presence within the North American betting sector. 

Chip Tuttle, CTP Partner, added: “We’ve increasingly been working in the sports wagering space over the last few years, developing a deep understanding of the opportunities and obstacles that brands face, so we’re very excited to launch Chalk + Dog. 

“Square in the Air is an ideal partner for this venture given the firm’s trusted leadership, expertise and track record of helping clients in the wagering and gaming sectors. We’re excited about the opportunities as sports betting, online wagering, and related businesses continue to grow in North America.”