In 2012, D.C. United had two major sponsorship assets either up for renewal or available for purchase for the first time. Both the Jersey and the Naming Rights Sponsorships have existing or targeted sponsors that have expressed interest or were in initial negotiations.
D.C. United wanted to take this opportunity to elevate the quality level and content of the sponsorship sales presentation strategy and materials and Forty Forty was engaged to develop the strategy and creative of this initiative.
Our first step was to develop a unique positioning option for the sponsorship presentations. It was critical that the sponsorship offerings be correctly positioned to meet both immediate short-term goals for sponsor participation across all levels.
Once the strategic positioning was set, we developed a graphic language that was unique to sponsorship sales while appropriately connecting the language to the current D.C. United look. This graphic system was so impactful that it became the basis for future marketing communications.