In the midst of sports disorder, one agency triumphs with crystal-clear data and guaranteed results
In the dynamic world of sports marketing, one agency stands out for its unique approach - Known. Established in February 2020 through the merger of Schireson Associates, Blackbird, and Stun Creative, Known has been making waves in the industry.
Known's strategy in sports marketing is rooted in the integration of advanced data analytics and storytelling that resonates with entertainment. The agency's proprietary Skeptic AI suite is a game-changer, offering clients up to 70 apps to build audiences, make predictions, test messages, and create new versions of existing creative. This technology is aimed at eliminating guesswork in sports marketing, allowing campaigns that go beyond short-term metrics to drive meaningful, desired actions and outcomes.
The agency has longstanding relationships with major leagues such as the NFL, NBA, NASCAR, and the National Women's Soccer League (NWSL). Known has been involved in Hulu + Live TV ads, including one featuring NFL star DK Metcalf. The agency has also created campaigns for the MLB Shop and NFL, and recently became the strategy and creative AOR for UCLA athletics ahead of the upcoming football and fall sports seasons.
Known's sports marketing strategy is not limited to traditional sports. The agency has ventured into the world of Olympic campaigns, working with the U.S. Ski Team, and has even created a documentary about the McDonald's All-American games, which showed a 70% greater chance of players making the NBA or WNBA than their contemporaries.
Known's success in sports marketing has not gone unnoticed. The agency has received a recommendation from a former client to become the creative AOR for the Stifel-sponsored U.S. Ski Team. Known has also become the official strategy, creative, and media partner of the Stifel-sponsored U.S. Ski Team and the research and strategy house of the U.S. Olympic and Paralympic Committee.
In addition to sports, Known has worked on brand campaigns for companies like Beyond Meat and Audible, featuring athletes like Kyrie Irving and Russell Wilson. The agency also has relationships with retailers such as Dick's Sporting Goods and gaming companies like Penn Gaming.
With just under 300 employees working across its various departments, Known's sports marketing strategy is a testament to the power of data-driven storytelling. The agency's forward-looking, data-driven, and storyteller-driven approach has contributed to its expanded roles as strategic, creative, and media partners across high-profile sports entities and fueled its agency success and growth.
Recently, Known ran more than 100 different scenarios for its latest campaign with the NFL and CBS/Paramount+. 85% of the agency's revenue still comes from within the United States, with some of its biggest partners being Amazon, Google, Microsoft, Meta, and numerous entertainment and streaming companies.
In conclusion, Known is redefining the landscape of sports marketing with its innovative use of AI and entertainment. The agency's unique approach offers a promising future for sports marketing, leveraging advanced data analytics and storytelling to create campaigns that resonate with audiences and drive meaningful, desired actions and outcomes.
Known, through its sophisticated data analytics and storytelling strategy, is exploring the integration of investments in various sectors beyond sports, such as capitalizing on emerging technologies like AI for competitive advantage.
With its expanding portfolio, Known is poised to make significant riches (capital) in the sports marketing industry, generating a substantial return on investment (ROI) due to its unique approach that combines sports, technology, and entertainment, much like how DK Metcalf's performance in an Hulu + Live TV ad drove increased interest (interest) in the brand.
