AMFAM + Atlanta United

PROBLEM - in 2015, American Family Insurance (AmFam) was searching for new opportunities to increase brand awareness in its newest market - Georgia. Zach was challenged to bring forward opportunities for the brand’s consideration to help AmFam achieve its goals and objectives.

SOLUTION - the MLS expansion franchise Atlanta United were searching for founding partners to support the launch of their new home venue - Mercedes-Benz Stadium. In 2016, acting as AOR for AmFam and upon leadership approval, Zach designed the brand’s strategic plan and negotiated a category exclusive, ten-year founding partnership of Mercedes-Benz Stadium, including entitlement to the Atlanta United’s first-ever kit. In addition, AmFam secured a robust asset package including but not limited to entitlement to the Falcons and United pre-game fan activation zones and high-impact LED branding placements.

ROI - within two years of launch, the Atlanta United won the MLS Cup and in the process became the league’s most valuable franchise (Forbes). The kit became the #1 selling kit in all of the MLS and garnered over $30m in earned media value during the first two seasons. AmFam became the #1 brand in terms of unaided awareness amongst Atlanta United fans overnight, fulfilling AmFam’s goals well before projections.