Las Vegas Raiders
Sponsorship Integration and Activation Services for Allegiant Stadium to implement a cohesive, master-planned approach to sponsorship integration and activation for the 16+ founding partners. The work included the development of a digital, print and video Experiential Style Guide, the ideation, build and implementation of all sponsors entitlement spaces and ongoing management services to work closely with the complex stakeholder network of corporate, partners, builders, architects, and trades.
As the Executive Director, my role was to oversee the complete project from RFP submission and sell-in, to team management of Account, Creative, Project Management and Logistics as well as detailed legal, financial and administrative tasks associated with keeping us on track.
Agency: ASTOUND Group
Role: Executive Director - Strategy, Brand Guidelines, Implementation, Account & Financial Management
Year: 2019 - 2020
Location: Las Vegas, NV
Allegiant Stadium is the home field of the Las Vegas Raiders and UNLV Football teams, along with other professional and amateur sports events, entertainment, civic, cultural and commercial events. The $2.2bn project successfully opened in September of 2020 for the inaugural LV Raiders season.
A robust onboarding and management program allowed us to develop 16+ partner activations that unified individual business goals that all worked within the Raiders and Allegiant Stadium core brand ethos and elevated the fan experience. Our deep understanding of the project allowed us to bridge the gap between the partners and the integrated stadium development team, Raiders corporate and sales team. We worked closely to maximize partner investments and generate incremental sponsorship opportunities with creative ideas, non-traditional assets and offline enhancements.
ASTOUND delivered a phased approach to all partners from Discovery and Concept Design through Fabrication and Installation. We built a dedicated Raiders environment at our Las Vegas office featuring project sample boards, meeting space, stadium plans/models and a proprietary VR experience where clients could walk through live models of their designs integrated into the stadium. ASTOUND worked closely with the overall build schedule and stakeholders to develop a detailed project plan that would allow for concept development, review cycles, production and installation that dovetailed with the master stadium schedule. By having creative, fabrication and installation all under one roof, we were able to turn progressive concepts into functional builds quickly and efficiently resulting in a seamless client experience. Our intimate knowledge of every sq ft of the stadium meant there were no surprises when it came to installation.
Experiential Brand Guidelines captured the essence of the Raiders brand moving from Oakland to Las Vegas, the architectural intent of the stadium, brand assets, applications, and sponsorship guidelines. The package included a welcome video, website portal, digital and physical guidelines.
ASTOUND designed and built the iconic Al Davis Memorial Torch flame
The torch is a tribute to Mr. Davis' legacy as the Raiders' long-time owner, Pro Football Hall of Fame inductee, AFL Coach of the Year, AFL Commissioner, and the architect of the Raiders' Commitment to Excellence… in recognition of Mr. Davis' enduring vision that "the fire that burns brightest in the Raiders' organization is the will to win." The torch is the largest 3D printed structure in the world.
