Case Study: Comcast Spectacor boosts brand awareness for the Philadelphia Fusion with Devine + Partners

Comcast Spectacor draws fans around the block for Fusion’s debut watch party with Devine + Partners

Comcast Spectacor faced the challenge of launching its new esports team, the Philadelphia Fusion, to a skeptical audience of traditional sports fans and journalists. To build brand awareness, vendor Devine + Partners eschewed traditional communications channels, focusing instead on reaching potential fans through non-traditional online spaces.

Devine + Partners executed a strategy centered on a targeted digital influencer campaign and a major watch party event located near a university to attract enthusiastic college fans. The event featured an interactive gaming zone and cosplayers, generating significant anticipation. The vendor's efforts resulted in an overwhelmingly positive turnout, with fans lining up around the block, and secured numerous business stories about the team's launch and the future of esports for Comcast Spectacor.

Comcast Spectacor