Problem

The Joint’s regional Co-Ops, Atlanta aligned with Atlanta United FC, and Tampa and Orlando with the Tampa Bay Buccaneers. With no access to player likenesses or major broadcast placements, we developed a playbook that leveraged localized social content and targeted paid media to make sure each partnership was maximized.

Approach

I led the pitch and creative direction across both partnerships, architecting a scalable strategy tailored to each city’s fan culture. In Atlanta, we activated the Atlanta United FC sponsorship with localized video content deployed across 20+ Joint clinics, and extended our presence into the stadium with custom LED creative. Building on that success, we adapted the playbook for Tampa Bay, layering in Meta and TikTok campaigns and capturing custom content with Captain Fear to drive relevance and shareability among Bucs fans.

Result

Both campaigns exceeded engagement and reach benchmarks, driven by hyper-local creative and emotionally resonant storytelling. More importantly, the success proved that a lean, regional sponsorship could punch above its weight with the right creative approach, setting a new standard for how The Joint activates local markets through sports sponsoships.