A major fight ends with the final bell. However, when a brand builds its own narrative around it, audience engagement continues long after the fighters leave the ring. 

That was precisely the concept behind 1xBet’s campaign for the Ryan Garcia vs Nigel Benn clash. While fans counted down to the season’s biggest fight, the brand gave them a chance to be more than spectators by joining an exclusive activation with a prize pool of $100,000 in free bets.

On September 22, 1,000 lucky winners claimed a $100 free bet. But was the prize money the only reason fans immersed themselves in the story?

How interest in the fight turned into opportunity

On September 12, Las Vegas hosted one of the year’s most anticipated clashes as part of the Zuffa Boxing event. American star Ryan Garcia faced off against famous Brit Conor Benn, the son of legendary Nigel Benn.

Fueled by months of heated social media exchanges and massive media hype, the showdown predictably drew huge interest.

The suspense ended quickly in the second round: Garcia sent Benn to the canvas with a crisp strike, followed by a relentless combination that forced the referee to stop the fight at 1:25. With that, Ryan Garcia retained his WBC Welterweight World Title, handing Conor Benn the first knockout loss of his professional career.

But for fans, the story began long before the opening bell. Prior to the fight, 1xBet tied this major sporting event to its own activation – a contest featuring official brand ambassador Conor McGregor and a substantial prize pool.

Garcia vs Benn already had all the ingredients of a major sporting event: big names, a title on the line, a heated backstory, and immense fan focus. 1xBet added another reason to participate –  a chance not just to watch the fight unfold, but to join the campaign built around it. 

Why the Notorious 

Conor is not just a legendary fighter, but a part of modern pop culture. As the UFC’s first simultaneous two-division champion, his impact extends far beyond MMA – just consider his participation in the second highest-grossing boxing bout in history. 

With 46.6 million followers, McGregor’s Instagram account clearly shows his popularity. It operates as an independent media platform, reaching both hardcore combat sports fans and casual sports audiences alike.

The collaboration between 1xBet and McGregor united a major boxing narrative and an interactive campaign for the audience. While the title fight naturally drew attention and the $100,000 free bet prize pool added intrigue, the Notorious served as the bridge between the bout and the contest. Ultimately, fans had another reason to tune into the main event: a chance to claim a $100 free bet from Conor McGregor and 1xBet. 

Simplicity as conversion driver

The 1xBet and McGregor’s campaign launched on September 1 and ran until fight night on September 12. The brand announced the results from September 14 to 21 across its global accounts. This timing creates a natural interest wave: the audience engages before the start, stays active on fight day, and returns afterward for the results.

The mechanics were deliberately kept simple. Participants had to place a bet of at least $10 at odds of 1.6 or higher on Garcia vs Benn and leave their bet slip number in the comments under the giveaway post on McGregor’s Instagram account. The first 1,000 participants who meet the requirements receive a $100 free bet, distributing a total prize pool of $100,000 in free bets.

Clear terms lower the barrier to entry. No complicated mechanics or multiple tasks. One post from a star ambassador, one bet, one comment, and a chance to claim a bonus. Limiting the offer to 1,000 winners creates urgency and encourages immediate action.

What remains after the fight 

The final bell brought Garcia vs Benn to an end, but not the story around it. For some fans, the excitement started long before the fighters entered the ring.

This is how a major sporting event becomes something more personal. A must-watch fight, a star ambassador speaking directly to followers, and a chance to be rewarded for getting involved. For 1xBet, it was a way not only to be part of a major event, but also to give fans another reason to engage.

Partner Editorial