Relevent Sports, organizer of soccer’s International Champions Cup and promoter of international soccer events across the world, has named independent, integrated creative agency HZDG to create its 2017 season ad campaign, said Founder and Chief Creative Officer Karen Zuckerman.
HZDG will develop strategy and creative for a marketing campaign to promote the International Champion's Cup, presented by Heineken, which in 2017 will feature competitions across the US. The campaign's aim is to build awareness of the ICC tournament amongst American audiences, and to generate excitement for the competition as a must-see, must-attend sports event.
“We’re thrilled to partner with Relevent Sports to build enthusiasm for this tournament,” said Zuckerman, “and are eager to apply our wealth of sports marketing and event promotion experience to the ICC. It’s a tremendous opportunity to engage current soccer fans throughout the United States, and grow that base by tapping into fresh audiences.”
The campaign, which will include creative for out-of-home, print and digital advertising, as well as email and promotional materials, is scheduled to roll out Spring 2017.
“We value the strategic smarts and creative capabilities HZDG brings to marketing, particularly in the sports sector. We’ve worked with the agency in the past and are thrilled to again partner to bring the ICC to more passionate sports fans,” said Cathy Jamison, VP of Marketing at Relevent.
HZDG’s sports marketing experience spans brand building–such as the 80th anniversary campaign for The Washington Redskins–to audience development and recruitment campaigns like “Unrivaled,” for Penn State football. “We take a fan-centric approach,” said Chad Stockton, VP and Creative Director at HZDG. “We look to channel the passion of the fans–fans have an enormous emotional attachment to their teams–into messages that drive ticket sales and viewership. This is a big event with big teams and we’re excited to communicate the enormity of the event to American audiences.”
About Relevent Sports: Relevent Sports provides an innovative approach to building a soccer presence in the United States and around the globe. Relevent Sports showcases the best matchups and tournaments in soccer featuring the top clubs, international teams and players. Relevent Sports in owned by RSE Ventures, a multi-national sports and entertainment venture firm with a focus on new technologies.
About the International Champions Cup: The International Champions Cup is the premier summer soccer tournament organized by Relevent Sports, featuring world-class teams from around the globe. A staple property of Relevent Sports and RSE Ventures, the International Champions Cup brings the best in soccer to iconic sports venues across North America, Australia, Europe and China.
The International Champions Cup has hosted some of the most iconic and innovative matchups across the world, including the largest attended soccer match in U.S. history, when 109,318 fans saw Real Madrid and Manchester United play at the “Big House” at the University of Michigan. In its four-year history, Real Madrid, Manchester United and Paris Saint-Germain have all won installments of the tournament.
About HZDG: HZDG is an independent, fully integrated creative agency specializing in branding, marketing, content, and digital. For nearly three decades, our WBE-certified studio has delivered award-winning marketing for consumer, hospitality, food & beverage, sports & entertainment, technology, B2B, education and real estate brands. Led by Founder and Chief Creative Officer Karen Zuckerman, HZ employs a staff of 200+ creatives, strategists and specialists working in DC, New York City, Baltimore, the Bay Area and LA. For more info, visit: www.hzdg.com.
