Sports Marketing Case Studies

Our Award-Winning Work

In 2007 alone, Millsport earned nine awards for its sports marketing programs, including a prestigious Cannes Gold Lion, Promo PRO Award, Globes Award, Stevie Award, Ex Award, and a Bill Veeck Sports Marketing Award from St. Louis University.

AT&T and The Masters

Objective

1. Build awareness of AT&T as a sponsor of the Masters.

2. Support AT&T’s technology capabilities and its three-screen strategy.

3. Build brand awareness and create product preference for the brand.

4. Reinforce AT&T’s position as an entertainment provider.

Strategy

Strategically, the 2007 Masters Tournament would serve as AT&T’s first major content initiative across the three screens. The program would further the company's commitment to delivering compelling content across the PC, TV, and wireless phone screens, bringing customers more of the entertainment they enjoy and strengthening programmers' and advertisers' connections with new and loyal audiences.

Results

AT&T’s sponsorship of the Masters and its promotion on AT&T blue room and Cingular Wireless content had a positive effect on consumer behavior. The sponsorship also had a positive effect on the overall brand image of AT&T among those aware of and participating in the promotion. AT&T was rated as having a similar image with the Masters and appeared to differentiate itself from competitors. AT&T as an entertainment provider also experienced higher ratings.

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Featured Case Studies

Tostitos Team Build

Objective
Tostitos' marketing goals were to increase awareness, improve brand equity, increase purchase frequency and communicate a new brand message. When presented with the halftime promotional creative brief, Millsport was tasked with additional objectives given the unique dual game model. Tostitos was looking for an idea that:

–    Delivered a compelling two minute window of airtime during each game
–    Conveyed one cohesive idea that united the two BCS bowl games under a theme of “Better Together”
–    Leveraged the week in between games for PR opportunities
–    Communicated the Brands new messaging: Good Things Happen at the Tostitos
–    Continued the charitable/emotional connection of past programs.

With two games to activate around, Tostitos was challenged with limited funding and the Agency was required to generate an idea that could be successfully executed under $250,000.

Read Millsport's Solution