Case Study: Connecticut Sun engages younger, more diverse fans with Adams & Knight

Connecticut Sun boosts CTR to 0.22% with Adams & Knight

The Connecticut Sun, a WNBA team, faced the challenge of engaging younger and more diverse prospective fans, as their existing fan base was among the oldest and least diverse in the league. The vendor Adams & Knight was tasked with creating a stronger emotional connection to encourage first-time and return game attendance.

Adams & Knight implemented an integrated, season-long campaign using digital media, video content, and traditional tactics to promote the players' passion and personalities. This solution generated 9.1 million impressions, significantly outperformed click-through rate benchmarks, and reduced cost-per-click by 15 percent, successfully driving more traffic to the team's online properties.

Connecticut Sun