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Miami Dolphins

Miami Dolphins

The Miami Dolphins partnered with us to author the next chapter of their long-storied brand.

Situation

Miami has seen some of the most dramatic demographic shifts in the country over the last 25 years, yielding a population that hasn’t grown up watching American football. Following a decade-long playoff drought, the Dolphins had a new coach, quarterback, marquee free-agent signings, and were preparing to unveil a new logo and uniform. The team partnered with 160over90 to develop a platform that could tell the Dolphins’ story in a way that embraced Miami and could give the fan base something to be proud of.

Solution

We dug into the research regarding the development of the team’s new look, and spoke with existing and prospective fans to understand feelings surrounding the team. We discovered that the team, in many ways, is an extension of Miami itself. We launched our “Made In Miami” campaign in conjunction with the launch of the team’s new look. The brand was brought to life across all channels, from traditional media to the in-game experience.

Results

Since the launch, Dolphins’ season ticket sales has increased 30% and a third of that increase is from Hispanic buyers. Premium and suite level ticket sales have increased 34%. Moreover, there is a renewed sense of pride and hope throughout the organization and fan base.

30% Increase in Season Ticket Sales
10% Increase in Attendance Among Hispanics
34% Increase in Premium and Suite Tickets