In the midst of sports disorder, one agency triumphs with predictable results based on established information
In the dynamic world of sports marketing, Known stands out with its innovative strategy that combines authentic, emotion-driven storytelling with data-driven fan engagement. This approach has helped Known establish strong brand connections and maintain cultural relevance for its diverse and global clientele.
Partnerships Across Industries
Known has longstanding relationships with various leagues such as the NFL, NBA, NASCAR, and the National Women's Soccer League (NWSL), as well as retailers like Dick's Sporting Goods and gaming companies like Penn Gaming. Its unique perspective on changing media demands is a result of its role in launching nine of the last 12 major streaming services.
The Known Sports Marketing Strategy
Known's sports marketing strategy is focused on long-term growth and is underpinned by its in-house suite of Skeptic AI apps. These tools help estimate viewership, capitalize on tune-in opportunities, and boost creative testing.
Narrative-driven Brand Alignment
Known crafts compelling stories around sports events and athletes, making brand messaging part of authentic sports moments that engage fans emotionally and ethically. For example, linking brands with themes of pursuit of excellence or resilience, which creates meaningful and memorable brand impressions.
Visual and Experiential Integration
Beyond text and videos, Known emphasizes iconic visual placements (logos, uniforms, digital liveries) that forge strong brand recall in the minds of fans by embedding brands as integral parts of the sports identity.
Fan-focused, Data-powered Targeting
Known uses advanced data to understand audience preferences at a granular level, allowing dynamic ad customization to individual fans’ favorite teams or athletes, enhancing engagement and loyalty.
Cultural Moment Participation
Known approaches sports marketing not just as commercial placements but as participation in culturally significant moments, fostering authenticity and respect in global, diverse fan bases particularly as international events grow in scale and complexity.
Long-term Brand Growth Fundamentals
Instead of chasing short-term performance wins, Known builds sustained growth by identifying key audience triggers and mapping fresh, strong brand associations that increase mental availability for the sport and its sponsors.
Success in the Media Landscape
This multifaceted strategy has contributed to Known’s success in the media landscape by enabling brands to go beyond mere visibility and transactional relationships. It integrates brands as meaningful characters in ongoing sports stories, driving fan loyalty, deeper engagement, and enduring brand equity in a crowded and evolving sports marketing ecosystem.
Focus on Desired Actions and Outcomes
Known's approach to sports marketing is focused on driving desired actions and outcomes. For instance, a TikTok spot featuring an Ocean Spray-drenched longboard ride was part of a campaign designed to track the evolution of sports marketing and turn advanced athlete scouting into original content like its upcoming Amazon Prime Video documentary "Meal Ticket" about the McDonald's All-American youth basketball games.
Revenue and Expansion
85% of Known's revenue still comes from within the United States, with some of its biggest partners including Amazon, Google, Microsoft, Meta, and numerous entertainment and streaming companies. Known's documentary about the McDonald's All-American games revealed that the players had a 70% greater chance at making the NBA or WNBA than their contemporaries.
Known has worked on Olympic campaigns and campaigns for the NFL, MLB Shop, and Hulu + Live TV. The agency was formed in February 2020 by the merger of marketing and data strategy firm Schireson Associates, brand strategy firm Blackbird, and longtime Hollywood marketers Stun Creative.
Recently, Known became the strategy and creative AOR for UCLA athletics and 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. Known's Skeptic AI technology offers clients 65 to 70 apps for audience building, prediction, message testing, creative creation, and consumer communication.
With just under 300 employees working across various departments, Kern Schireson serves as the CEO overseeing a sizable research and data science team. Kasha Cacy is the chief media officer, and Feldstein serves as the head of the creative team. Known has intentionally kept its sports division relatively quiet while building its business brick by brick.
- Known, known for its innovative sports marketing strategy, has established longstanding relationships with various leagues such as the NFL, NBA, NASCAR, NWSL, retailers like Dick's Sporting Goods, gaming companies like Penn Gaming, and even launched nine of the last 12 major streaming services.
- Known's sports marketing strategy focuses on long-term growth and utilizes Skeptic AI apps in-house to estimate viewership, capitalize on tune-in opportunities, and boost creative testing.
- Known crafts compelling stories around sports events and athletes, ensuring brand messaging becomes part of authentic and emotionally engaging sports moments, such as linking brands with themes of pursuit of excellence or resilience.
- In the crowded and evolving sports marketing ecosystem, Known's approach drives fan loyalty, deeper engagement, and enduring brand equity beyond mere visibility and transactional relationships, integrating brands as meaningful characters in ongoing sports stories.
