Courtesy of 160over90
The agency partnered with T-Mobile for a national marketing campaign, “Win on the Road,” to highlight the brand’s 5G coverage. Content featured professional softball player AJ Andrews and David Ortiz discussing the 2021 postseason, and Ortiz sharing his experiences from when he “won on the road.” To celebrate Peyton Manning’s induction into the Pro Football Hall of Fame, 160over90 worked with Michelob Ultra to re-create his HOF bust in the form of a tap handle, which generated 4.2 million total impressions and 100% positive sentiment.
Courtesy of Jack Morton Worldwide
Jack Morton Worldwide
The agency helped secure a multiyear agreement between Chevy and MLB that included the rights to Opening Day across the league, leading to the creation of nostalgic programs such as the Field of Dreams moment and summertime activation that included Guy Fieri’s apple pie hot dog merger — a creative spin on a classic Chevy jingle. Jack Morton also helped develop PGA Coaching Live, a Cadillac-sponsored digital platform designed to engage golf fans before, during and after the PGA Championship. It included real-time tournament updates, access to PGA coaches and content with films featuring Collin Morikawa sharing tips and getting behind the wheel of the 2021 Escalade.
Courtesy of MKTG
MKTG Sports & Entertainment
MKTG built the strategy and managed the negotiation for Intuit’s title partnership of the Intuit Dome, the future home of the Los Angeles Clippers. The agency guided Charlotte FC kit sponsor Ally through its activation campaign — using social media and augmented reality — around the jersey reveal for the new MLS team, resulting in one of the top three highest-grossing kit launches in league history. MKTG also worked with Toyota to establish a first-of-a-kind Paralympian fund that distributed over $1.3 million in funds to help 435 individual athletes on their Paralympic journey.
Octagon worked with many of its clients in 2021 to expand the industry’s investment in women’s sports. That work included establishing multiyear, multimillion-dollar partnerships for Mastercard as an official sponsor of both the NWSL and World Rugby and the brand’s continued efforts to level the pay gap in sports, creating a bonus program with the NWSL, which allocated $1 million each year to the league’s top players. The agency also collaborated with UPS to develop and produce the “Business Drivers” national marketing campaign, designed to promote small businesses in need, by enlisting the help of golfers Louis Oosthuizen and Lee Westwood (above).
Courtesy of CAA Sports
CAA negotiated huge add-ons to LoanDepot’s naming-rights deal for the Miami Marlins ballpark, including presenting sponsorship of the ALCS and NLCS and the launch of Home Means Everything campaign. The agency’s leadership of Coinbase’s first major sports deal with the NBA, WNBA, G League, USA Basketball and NBA2K, along with top player and key team partnerships, led to multimillion impressions for crypto gifting during the holidays. CAA also leveraged COVID make-good discussions to extend Chase’s Madison Square Garden marquee partnership for a new six-year deal with new assets like the Chase Lounge.
Courtesy of Genesco Sports Enterprises
Genesco Sports Enterprises
Genesco led renewal strategies and negotiations for Anheuser-Busch for its deals with the NFL, MLB and Madison Square Garden. Through its relationships with players like George Kittle (above) and Travis Kelce, the agency connected Bud Light with Tight End University as players exchanged best practices and trained together in Nashville during the offseason. Bud Light provided brand towels, branded cold tubs and merchandise as the partnership resonated on social media. The agency created and manufactured custom, Pepsi-branded belts to award to each NFL Rookie of the Week winner and partnered with Pepsi-affiliated teams to showcase the winner receiving their belt across their social channels.
Courtesy of Optimum Sports
The agency’s successes include bringing together SAP and Apple with the NHL to create the Coaching Insights App for iPad, and establishing State Farm and Gatorade as the first two corporate sponsors of the innovative Overtime Elite basketball league. As part of its work with Google in its sponsorship of the WNBA, it created the “Most Searched” campaign that ran across linear, digital and social platforms, using Google Search data to identify what WNBA fans were searching for during games, then provided that information to fans to answer common questions in real time.
Courtesy of Wasserman
For client Diageo, Wasserman secured a landmark deal making its products synonymous with the NFL to fans everywhere. Integration at the 2021 NFL Kickoff included on-site engagement at Smirnoff’s fanfest activation, and for the regular season the agency implemented Crown Royal’s mission to turn game day into giving day with a $1 million commitment from Crown Royal via the Generosity Fund. Wasserman’s in-house creative agency, Laundry Service, tapped into some major star power — Ben Affleck, Shaquille O’Neal, Melvin Gregg and Jeff Wright — to launch Wynn’s first national brand campaign for WynnBET, its new sportsbook app.