Cross-Branded Promotions

As the longest running sports/charity partnership in history, the National Football League and United Way have set the standard for strategic philanthropy. To promote this longtime partnership, they needed a communications firm that could combine the best capabilities of both brands to ensure significant value for both partners. For nearly eight years, Rottman Creative Group has combined their passion for United Way and love for the game to develop marketing tools that position both brands as industry leaders.

To help brand the NFL/United Way Hometown Huddle (a series of community service projects implemented by NFL teams and United Ways across the country on the same day), RCG developed an award-winning logo that captured the spirit of the brands and the energy of the day. To help United Way show its appreciation to the NFL, RCG turned a letter writing campaign into a showpiece booklet .

The key to promoting two highly recognizable brands is to find the points where their objectives intersect and bring focus to their common areas. From trading cards and posters to T-shirt designs and print ads, RCG combined the energy of the NFL with the warmth of United Way to deliver promotional materials that spoke to the partnership they shared in an engaging and informative manner.