Combining Local Sports Pride with New NIL Territory
In fall 2022, our client Jacksons Food Stores (Jacksons) embarked on a first-of-its-kind NIL program featuring their hometown team, the Boise State Broncos. The Broncos became the first college football program with its entire team represented in a trading card set since the advent of NIL. At the time, Jacksons’ investment made it the largest trading card venture for any school in the country.
Our PR team set to work for a quick-turn integrated PR effort in partnership with not only Jacksons but also the PR team at BSU. We supported our coordinated media outreach effort with a press release, personalized pitches, robust media lists, and FAQs for both internal and external teams.
Working closely with the BSU team, we successfully launched the trading card program with tons of both local and national buzz—and major trading card sales. We secured media placement in 16+ media outlets in the first week alone, and card sales soared to the point that Jacksons expanded the program to other Pac-12 teams within their business footprint.
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