THE NFL
By 2009, the NFL faced a paradox: extraordinary popularity had diluted its brand. With dozens of marketing partners pulling focus and attention splintered across platforms, the league had lost control of its own name.
We were brought in to define the NFL’s first unified brand platform — a single strategic campaign that could connect all of the league’s business units and restore brand authority.
The solution was built around a simple, direct line: If you want the NFL, go to the NFL.
This rallying cry re-centered the brand around its own ecosystem — from ticketing and merchandise to NFL.com, youth initiatives, fantasy leagues, and the NFL Network. The campaign unified messaging across all owned assets, driving both efficiency and impact.
Viewership and revenue hit record highs. Brand power was reclaimed. And by the time the campaign had run its course, Commissioner Roger Goodell’s compensation had risen from $10 million to $140 million.
“We’ve wanted a single brand campaign for years, but we’ve never seen an idea that addressed all our varied business issues with equal effectiveness.”
— Mark Waller, SVP, Marketing & Sales, NFL
We were brought in to define the NFL’s first unified brand platform — a single strategic campaign that could connect all of the league’s business units and restore brand authority.
The solution was built around a simple, direct line: If you want the NFL, go to the NFL.
This rallying cry re-centered the brand around its own ecosystem — from ticketing and merchandise to NFL.com, youth initiatives, fantasy leagues, and the NFL Network. The campaign unified messaging across all owned assets, driving both efficiency and impact.
Viewership and revenue hit record highs. Brand power was reclaimed. And by the time the campaign had run its course, Commissioner Roger Goodell’s compensation had risen from $10 million to $140 million.
“We’ve wanted a single brand campaign for years, but we’ve never seen an idea that addressed all our varied business issues with equal effectiveness.”
— Mark Waller, SVP, Marketing & Sales, NFL