Crafting a distinctive digital presence that reflects the brand’s vision, values, and long-term growth. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec ullamcorper nulla non metus auctor fringilla. Vestibulum id ligula porta felis euismod semper. Integer posuere erat a ante venenatis dapibus.

Services

Brand Strategy
Visual Identity
Web Design Development

Year

For many sports organizations, Hispanic Heritage Month has historically been a checklist of temporary logo swaps and stereotypical imagery—think tacos, sombreros, and poorly translated phrases. The Tampa Bay Rowdies wanted to break this cycle by building a genuine, year-round connection with the local community that celebrated the true diversity of Latino culture in Tampa and St. Pete.

We wanted to create a brand experience that people remember.

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We centered our campaign on a universal truth: cuisine is the ultimate gateway to culture. Siente el Sabor (“Feel the Flavor”) was designed as a multi-layered campaign to amplify Hispanic players and coaches while promoting the club’s Hispanic Heritage Night.

Our execution focused on three key pillars:

• Authentic Storytelling: We took players and coaches to local Hispanic-owned restaurants to share their favorite childhood dishes and the personal stories behind them.
• Cultural Exchange: We paired Hispanic players like Robert Castellanos with teammates like Ollie Bassett to foster organic cultural exchange, teaching them how to pronounce traditional dishes and even how to roll their “R”s in Sabor.
• The Heritage Game: We transformed Al Lang Stadium into a “fiesta” with authentic food trucks, salsa performances, and a “Golazo al Revés” pre-game challenge inspired by Latin American soccer passion.

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The Rowdies didn’t just “celebrate” a month; they provided a platform for their Hispanic players to lead the narrative. By focusing on sabor, we didn’t just fill seats at Al Lang—we built a seat at the table for the entire Tampa Bay community.

Earned Media Value (EMV)
By leveraging local restaurants as backdrops and players as cultural ambassadors, we created content that fans felt compelled to share.
Calculated EMV: $65,000

Based on industry-standard CPMs for the Tampa market and weighted engagement multipliers for organic shares.
Key Driver: The organic interaction between players—unscripted and heartfelt—resonated far deeper than traditional paid advertisements.