Guiding the Washington Football Team into the Future

Challenge: Reposition the Washington Football Team following a name change announcement set against the backdrop of accusations of racism in its former name and allegations of a negative corporate culture for women.

Generate positive media momentum for the team around progress made throughout the season, while highlighting the new diversity within the organization while positioning them as a franchise of the future.

Insight: Ushering in new senior executives while leveraging the well-respected head coach Ron Rivera would help gain control of the media landscape and change the organization’s narrative from the top down.

Action:

  • Creation and implementation of a proactive media plan to generate positive stories around the team, including the hiring of Julie Donaldson and Jason Wright, the first Black Team President in NFL history.
  • Throughout the season MWW highlighted key initiatives around new leadership and the team was working on including the overall rebrand to tell a new story for the franchise.

Impact:

  • Negative news sentiment around the WFT dropped from 97% in June to only 10% at the end of 2020