Las Vegas Raiders Go-To-Market Narrative

VISION

To tell a new story about the “future” Raiders brand as well as the city of Las Vegas to global brands to envision the power of partnership that could be achieved through this new stadium and NFL entering this specific marketplace. 

PROJECT

The Raiders’ brand identity was connected to the “Black Hole” section of their stadium in Oakland which was known to have the roughest fans in the NFL, and “Sin City” was the attached moniker that many people thought of Las Vegas.

Working with Legends Global Sales and Global Planning, the Global Partnerships team developed a campaign around a unique stat – NASA defines Las Vegas as the brightest spot on Earth. The Raiders’ brand story was centered around Four Pillars of Light to help brands messaging shine brighter to their audience: City of Las Vegas, NFL, Raiders and Allegiant Stadium.

The team demonstrated Las Vegas was Live Entertainment Capital of the World with 43 million annual visitors, and home to 22,000 annual conventions. NFL fans would make Las Vegas their #1 destination to see their team play and the Raiders were the “World’s Team,” having played in 3 countries and now being located to their 3rd home. Additionally, Allegiant Stadium would be a world class venue and impossible for anyone to miss being located on the strip/

RESULTS

The Legends Global Partnerships team secured the stadium’s naming rights partner over one year before opening, and landed 15 founding partners for the Raiders, which led the team to the top 5 out of 32 NFL teams in sponsorship revenue in 2020.