Bringing a Naming Rights Deal to Life

Hired as American Family’s AOR in the middle of the pandemic, they turned to us because they needed a change agent partner who could bring to life their newest signature deal, the naming rights partnership at American Family Field.

Their objectives with the deal were to increase brand perception, consideration and conversion, and efficiently drive business results. To help them achieve their objectives, we developed a multi-pronged activation strategy with several touch points that has evolved over the last two years post-pandemic. These include an interactive, no-touch concourse activation offering consumers a chance to watch an inning from Bernie’s Chalet – their most iconic marquee asset – alongside a community focused content series, promotional sweepstakes leveraging Brand Ambassador Christian Yelich, and a tailgate inspired footprint with a photo op located on the outside plaza. New in 2023, we expanded beyond Milwaukee and were a strategic partner in activating for the first time at American Family Fields of Phoenix with a signature “AmFam House” footprint, engaging with fans throughout the entirety of Spring Training.