Background:
Canon held the title of “Official Camera of the NFL” but was only using Super Bowl tickets as hospitality perks for VIPs. Despite the NFL being the most popular sports league in America, the sponsorship lacked meaningful activation.

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Activities:
I recognized an opportunity to leverage the sponsorship by creating authentic, integrated marketing activities that would not only enhance brand visibility but also position Canon as the #1 camera brand in the U.S. market through its connection with the NFL.

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To bring this vision to life:

I developed a campaign strategy that highlighted Canon’s dominance on the NFL sidelines, where most pro photojournalists used Canon’s distinctive white-lensed cameras, and extended that narrative to everyday users with the message that Canon was the #1 choice for all photographers from beginner to pro.

• I negotiated a multi-million-dollar renewal with the NFL that included a first-of-its-kind integration: placing the Canon logo on the vests of accredited NFL photographers. This marked the first time in league history a non-endemic brand (outside of athletic gear or sports drinks) was featured on the field.

• I launched the “Shoot Like a Pro” sweepstakes, partnering with NFL teams in key markets to give fans the chance to photograph a real game from the sidelines. This initiative deepened relationships with regional dealers by providing exclusive content and promotional offers.

• To amplify Canon’s reach, I engaged Archie Manning, father of Peyton and Eli Manning (and stand-in for youth sports parents everywhere), as a cost-effective, credible spokesperson and celebrity judge for an annual youth football contest. This activation tapped into the popularity of the Manning family at the height of their NFL relevance and drove major media exposure via appearances on ESPN First Take, Fox & Friends, and other national & regional outlets.

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Results:

• Despite a media budget significantly smaller than other league sponsors in the CPG space, Canon consistently ranked near the top in brand recall and awareness among NFL sponsors.

• The NFL partnership helped reinforce Canon’s leadership in the imaging space, often achieving 50%+ market share in key product categories during the sponsorship period.

• The strategic shift transformed Canon’s NFL relationship from a passive sponsorship to a powerful brand platform, authentically connecting with consumers and enhancing long-term brand equity.