Sponsorship Strategy and Activation Under One Roof

American Family Insurance asked us to develop a season-long experiential marketing strategy that celebrates their partnership with the Atlanta Falcons/United that evokes its commitment to “Inspire, Protect and Restore,” increasing brand perception, consideration and conversion to efficiently drive business results.

The centerpiece of our strategy is an immersive, permanent branded space inside Mercedes-Benz Stadium that creates brand recognition, provides low-touch, high-impact interactive experiences, and reinforces American Family’s commitment to the fans and the city of Atlanta. Additionally, American Family leveraged its community platform “Free to Dream” to highlight four community organizations working at the grassroots level to make Atlanta a more equitable city for all. The community organizations are digitally showcased within the footprint to help encourage fans to learn more about their missions.

2022 ATL united on-site activation metrics (17 games):