Eight weeks ago, I wrote to you about my confidence in the rEvolution team to strengthen our client partner relationships, develop new thinking and continue to deliver on business objectives. I’d like to also provide my deep appreciation to our clients. Working together with you to maneuver through this disruptive time has been an incredible honor.
While the majority of sports are in slow transition to getting back to the field of play, fandom is quite the opposite. Fans are just as passionate about their sports, their teams and their communities, though how they are engaging with their fandom is coming through different channels and platforms. More than ever, we’re responding to the speed of culture. Just look at the rise of esports and the way sports can positively impact communities as much off the field as on it. These past few weeks, our team has leaned on its integrated model to master the art of pivoting and re-craft a brand’s campaign to connect with these fans. I’ve included a few examples of how together we’ve quickly positioned for a new future of engagement marketing:
- rEvolution’s Sponsor Friendliness Ranking Published in SportsBusiness Journal
rEvolution designed a custom study to measure “sponsor friendliness” among traditional and emerging sports across the U.S. and UK, resulting in rEvolution’s Sponsor Ranking published last week in partnership with SportsBusiness Journal.
- rEvolution Shares COVID-19 and the Impact on Sports Fans Study
rEvolution conducted a study to understand how COVID-19 and the pause of live sports has impacted fans. Our key insights for brand sponsors and rightsholders looking to engage fans now as well as best prepare and position themselves for sports’ return can be accessed here.
Campaigns and COVID-19 Initiatives
- 2020 Chipotle Challenger Series Kicks Off
Working with REV/XP, our esports specialty division, Chipotle has utilized an innovative esports strategy to continue as a leading marketer. This year, even before the sports world was so disrupted, the team was hard at work evolving the 2020 Chipotle Challenger Series into an online competition, the first of which played out throughout the month of April. The virtual event created the perfect platform for amateur players to connect with their favorite gaming heroes, professional athletes and entertainment celebrities while competing for serious prizes, including a substantial donation to their community’s COVID-19 relief efforts.
- Farmer John and LAFC Announce Multi-Year Partnership
Farmer John and LAFC announced their official multi-year partnership. rEvolution helped the Los Angeles-based brand through the sponsorship negotiations and development of its LA Familia campaign – celebrating the diverse individuals and organizations who use their love of soccer to support and serve their communities during these times and beyond.
- U.S. SailGP Launches ALL IN Challenge for the Chance to Hang Out with Rome Kirby for a SailGP Experience of a Lifetime
rEvolution connected the U.S. SailGP Team with Fanatic’s ALL IN Challenge to provide their own once-in-a-lifetime fan experience to help raise money to feed those in need. Fans can bid through SailGP’s auction page to win an all-expense trip to a 2021 SailGP event where they will get to hang out with helmsman Rome Kirby and even hit the water for a full team practice on board the fastest sale race boats.
- HPower Presents Virtual Windsor 2020 This Week
Unfortunately forced to cancel CHI Royal Windsor Horse Show due to COVID-19, HPower worked with rEvolution to develop content and help launch a virtual version of the event. Thousands of equestrian enthusiasts from all over the world entered the online competitions, and many viewers tuned in last week for the live stream of exclusive online Showing classes, archived footage, athlete interviews and more.
- Polaris and Minnesota Vikings Lead “Unite the North” Campaign
rEvolution was quick to help longtime client partner Polaris adjust its activation to support community COVID-19 relief efforts. Polaris collaborated with team partner Minnesota Vikings to launch “Unite the North” – an initiative to honor and raise funds for health workers on the frontlines, knowing full well “the North is strongest when we stand together.”
- Spin Master Donates Face Shields to United Way Chicago
In response to the growing need for personal protection equipment, the children’s entertainment company has innovated face shields using parts from its popular game Hedbanz. rEvolution facilitated Spin Master’s donation of 4,000 face shields to United Way Chicago, helping provide relief in the organization’s fight against COVID-19.
- Continental Tire and General Tire Accelerate New Content to Reach and Entertain Fans
To help fill the void of live sports, rEvolution has been working closely with both brand teams to identify new opportunities across their MLS And MLF partnerships to help sponsor, develop, post and amplify entertaining content that resonates with each unique audience on the platforms they frequent the most – Team GT Anglers Show and Tells, Virtual Coffee Talks, an upcoming content series featuring MLS players and more.
- rEvolution and Rowboat Creative Initiate “We Are A Team” Campaign
A rEvolution initiative that put our foundational values “We Are A Team” and “We Put People First” to action, we collaborated with our longtime partner Rowboat Creative to launch our own fundraiser to benefit the Chicago Community COVID-19 Response Fund. The “We Are A Team” t-shirt, purchased on behalf of each of our employees and client partners, is a small reminder that we will only get through this together.
- rEvolution Helping to Bring Global Sports and Live Events Back Safely
rEvolution’s UK office is part of a collective of agencies working with tech company AMCO to deliver COVID-19 thermal screening at sports and live events once restrictions are lifted. As a media spokesperson, rEvolution has helped generate awareness around the technology and initiate conversations with numerous sports leagues and teams worldwide.
“We Are A Team” – this is a core foundational value that we live by each and every day at rEvolution, and one that has only been strengthened over the past weeks. And while we all are motivated to distinguish the term “uncertain times,” the one thing I am 100% certain about is our team’s steadfast commitment to all our client partners and continuing to bring forward new and innovative business solutions.
My door is always open to you.
Play To Win!
CEO and Founder, rEvolution