Turn fandom into brand momentum.
Sports fans are among the most loyal, passionate consumers on the planet, and the brands that earn a place in their world don’t get there by accident. Crowley Webb has spent years building a muscle around exactly that: connecting brands to athletes, fans, and the moments that move people.
Thinking about getting in the game?
No matter your brand or industry, a fan engagement strategy can be a powerful tool for showing up in moments that matter to your audience. Here are a few questions we often answer when brands are looking to get started.
How do we choose the right team or player for your brand?
We vet every partnership against your objectives, audience, and budget, with an extra layer of reputation-tracking to protect your brand before anything is signed.
How do we increase brand awareness with local fans?
We build campaigns that live where your fans already are. And no matter the market, our data, social listening capabilities, and proprietary research make sure we understand that fan base before your brand ever shows up.
We have a sponsorship. How do we make sure we’re getting the most out of it?
A logo on a scoreboard should just be the start. A strategy that activates athletes, content, and real moments is what actually moves the needle. Our data-backed, fan-fueled approach ensures we have eyes on your KPIs at all times.
How do we create an experience fans will never forget?
We design and execute in-person brand moments built to be shared – from stadium activations to community pop-ups that focus on earned media.
Is sports marketing right for a non-sports brand?
If there is audience overlap, fandom is a tool any brand can tap into to create community. We mine the data to find your perfect entry point. In fact, igniting fan engagement strategies for non-sports brands is what we were built on.
Our full-court press.
Make your brand part of the conversations fans are already having. We connect strategy, talent, and creative into a unified approach designed to engage fans at every touchpoint.
We vet, select, and activate athletes whose values and audience align with your brand, then build the creative around them so it actually lands.
78% of consumers are more likely to buy a product endorsed by their favorite athlete1
We develop fully integrated campaigns across media, content, and live experiences that turn what you’re already investing in into something fans genuinely connect with.
80% of US sports fans follow women’s sports2
We design and execute in-person brand experiences – from stadium activations to community pop-ups – built to be shared, photographed, and talked about.
40% of top spenders allocate 75% of their budget to a single local market3
We know ball.
From opening day to the playoffs, we show up for every moment that matters. Here's some work fresh from the field.
Athlete Partnership
Team M&T
Four athletes. One platform. A campaign that made financial literacy feel like something worth paying attention to. Over 8 million impressions later, M&T Bank had a new level of visibility with their audience.
8.15M+ impressions
9.9%↑ increase in followers
Athlete Partnership
M&T Bank x Zay Flowers
Baltimore wide receiver Zay Flowers brought the star power, and we built a campaign worthy of it – one that tapped into Baltimore‘s culture and gave fans something to connect with beyond the field.
41M impressions
478%↑ increase in shares across social
410%↑ increase in post likes
Brand Campaign
AAA x Dion Dawkins
AAA is a household name. But when we dug into the research, we found most people – even members – were only scratching the surface of what a membership actually offers. We helped change that, with a little help from Buffalo Bills offensive tackle Dion Dawkins.
252%↑ increase in membership conversions
97K new members added
Experiential
Highmark x Buffalo Bills
We built a storytelling trailer from scratch and parked it in the heart of Bills Mafia. Fans showed up, and so did 65 years’ worth of memories.
4.45M+ impressions
16K fans
900+ stories captured
Athlete Partnership
Sullivan Tire x Boston Red Sox
When New England’s number one auto service shop wanted to make some noise at Fenway, they turned to us for a TV spot and social series with Red Sox manager Alex Cora.
10X↑ increase in social video engagement
Big-agency strategy. Boutique-level agility.
Just like in sports, having the right team makes all the difference. At Crowley Webb, we’re a relentless group of sports enthusiasts and brand builders who understand how fandom is built. We’re big thinkers who can move at the speed of culture.
Whether it’s finding and activating the right athlete partnership, turning a sponsorship into a full-fledged brand play, or creating IRL experiences fans can’t stop talking about – we handle it all under one roof, and measure what matters along the way.
We’re fluent in fandom.
Home field advantage
Fandom looks different everywhere. Wherever your fans are, we dig into the data and the culture to make sure your brand shows up like it’s always been there.
Integrated execution
Strategy, creative, in-house production studio, partnerships, and activations – all on one team.
Built-in brand safety
Our athlete vetting process screens for values alignment, audience fit, and reputation risk before a deal is signed, so your brand is protected at every stage.
Experience across industries
We’ve helped brands across some of the most complex and regulated industries find their place in the sports conversation in a way that feels authentic.
Ready to make a play?
Tell us a little bit about your brand and what you’re looking to achieve. We’ll take it from there.
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- mogl.online/blog/how-influencer-marketing-became-a-full-funnel-strategy-and-why-athlete-influencers-are-leading-the-way
- paritynow.com/resources/research/wrapped-top-womens-sports-research-of-2025
- thedrum.com/news/the-4-5bn-question-where-should-your-sports-budget-go