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Best in Agency Creativity and Innovation

Courtesy of 160over90

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

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 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

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

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.

SBJ Morning Buzzcast: August 9, 2022

The end of the Bowlen era in Denver; Big Ten media deal close? Also, Jake Paul's venture in sports betting and Eck's walk-off.

SBJ I Factor: Jed York

SBJ I Factor: Jed York, presented by Allied Sports SBJ I Factor presented by Allied Sports features an interview with San Francisco 49ers CEO Jed York. York is in his 17th year with the organization and his 12th as CEO. He is a two-time SBJ Forty Under 40 honoree as a member of the classes of 2012 and 2013. York talks with SBJ’s Abe Madkour about what he learned from growing up in the sports business, working in multiple departments at the team, the challenges of building Levi’s Stadium, and how his leadership style has evolved through the years. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards, such as Forty Under 40, Game Changers and others.

SBJ Spotlight: Warner Bros. Discovery

CNBC media reporter Alex Sherman joins SBJ’s John Ourand to discuss Warner Bros. Discovery’s streaming strategy. The two talk about the company’s interest in sports rights, with Sherman noting that the company is in a cost-cutting mode, which is one reason why it has not been active in media rights negotiations over the past several months.

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