Washington Football Team - Guiding the Team into the Future

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: