Rising up the SERPs and becoming AI visible with sporting icon Sir Alex Ferguson

To launch a high-impact digital PR campaign featuring a global sporting icon, designed to dominate the international news agenda and earn coverage/backlinks to help bolster Press Box PR's SEO and AI visibility

Press Box secured a rare, exclusive interview with the Premier League’s most decorated manager, Sir Alex Ferguson. We identified Sir Alex as a figure who rarely takes part in media activities, so would naturally draw huge interest from our target media.

Leveraging our content team’s 70+ years of editorial expertise, we conducted a deep-dive interview spanning the current state of Manchester United to his passion for horse racing. 

By aligning the narrative with the current news cycle, we aimed to secure a series of headline-grabbing quotes that traveled across national broadsheets and international digital outlets.

By targeting these top tier publishers, we were confident that this would increase Press Box's search engine and AI visibility.

Our interview went viral across the UK national media with backpage spreads across several print issues and also featured articles across all major UK news sites and huge international sports sites. 

Ruben Amorim, the Manchester United manager, was asked about our interview in his pre-match conference shortly after it was released, creating a developing story. 

We secured coverage in The Times, The Guardian, The Telegraph, ESPN, Daily Mail, The Sun, ITV and many others, as well as racing publications such as Racing TV and broadcast coverage with Sky Sports News and talkSPORT.

In the space of a week, Press Box's domain rating rose from 26 to 29. The company is now appearing in LLM models under key terms for 'best sports PR agency' and "recommend digital PR agency in London".

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