Amid the pandemic, sports seasons matter less than the stories behind them. So, Ofodile developed ESPN’s 365 marketing strategy, which markets leagues to both fans and potential sponsors during and after the season to keep fans and brands engaged when leagues weren’t playing. ESPN minimized ratings declines by letting locked-down fans know: “We’re always with you,” and its 2020 revenue reached almost $17 billion. The network’s “Ready for Football” NFL campaign driven by Celine Dion and Shania Twain songs and its season launching and D&AD Wooden Pencil and Webby honoree “It’s NBA on ESPN Time” ads mixed sports narrative and social justice messaging to deliver the network’s message of hope and care.
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