Behind the build of the New Balance Athletics Center

“The digital model brought every detail together and allowed us to build it right the first time, without having to undo and redo work.”

— Woody Benisek-Beal, Director of Construction | Kraft Group Construction and Development

Campaign Overview

  • Team Partnership

  • B2B Integration

  • Talent Procurement

  • Team O&O Media

  • Radio Network

  • PR

  • Production

  • In-Stadium LEDs

  • Official Design & Make Platform: Autodesk becomes the Patriots’ official innovation partner across football operations, stadium upgrades, and real estate development.

    Autodesk Construction Cloud in Action: Supporting major projects including:

    • The new Patriots Training Center

    • Stadium upgrades

    • Long-term Kraft Group developments across Foxborough

    Integrated Media Presence:

    • Dynamic LED corner end zone and south end zone signage visible at all Patriots home games at Gillette Stadium

    • Weekly digital content series, Building the Next Legacy, on Patriots.com, Patriots mobile app, and social channels

    • Inclusion in Patriots-owned content platforms, including Forged in Foxborough

    Summary

    The partnership marks a significant shift toward embracing modern technology within the league, and the first ever design tech team deal, demonstrating how Athlete-Driven is opening up new lanes and opportunities for its partners.

    By integrating Autodesk's design and construction tools, the Patriots will enhance both their physical infrastructure and the fan experience. 

    The collaboration also highlights a broader trend in sports toward data-driven decision-making, with Autodesk’s software enabling advanced analytics on and off the field.

    This innovative partnership provides a competitive edge to both Autodesk and the Patriots, who are optimizing operations and creating fan-centered digital experiences, with Athlete-Driven ultimately helping form new partnerships that are reshaping how NFL organizations function and engage with their audiences.

  • Unlike standard sponsorships, Athlete-Driven helped create a working partnership where Autodesk tools and technology actively power the Patriots’ ecosystem — from facilities and operations to media and fan engagement.

    This authentic integration demonstrates Autodesk’s value beyond logo visibility:

    • Helping the Patriots and Kraft Group streamline construction and operations

    • Bringing innovation to football operations and infrastructure

    • Building a digital foundation for the next generation of facilities, fans, and community impact

  • To bring authenticity to the partnership, Athlete-Driven led the procurement of Patriots quarterback Josh Dobbs. A former engineering major at Tennessee and NASA intern, Dobbs brings a genuine connection to Autodesk’s mission. His passion for engineering, design, and construction makes him the perfect ambassador to tell the story of how innovation drives both the Patriots’ future and Autodesk’s global impact.

    As a player spokesperson and ambassador, Dobbs is authentically learning how Autodesk technology is at the forefront of rebuilding communities — from helping Los Angeles heal and recover after devastating wildfires to driving innovation at Autodesk’s Boston Technology Center. By weaving together stories from both coasts, Dobbs demonstrates how Autodesk is not only powering infrastructure for the Patriots and the Kraft Group, but also delivering real impact in communities nationwide.

  • Athlete-Driven activates the partnership across Patriots owned and operated platforms, ensuring the story of innovation reaches fans where they engage most:

    • Forged in Foxborough on the Patriots’ YouTube channel

    • Patriots Unfiltered on Apple Podcasts

    • Original team content showcasing how Autodesk and the Patriots are “building the next legacy” together — on and off the field.

  • Patriots Radio Network

    Athlete-Driven activates the partnership on the official flagship station of the New England Patriots - 98.5 The Sports Hub, ensuring the story of innovation reaches an estimated 1M people across New England on the 33-station Radio Network.

    This partnership is executed through a strategic radio plan that features :30 pre/in/post-game commercials, billboards, live reads, and a custom pre-game feature with Scott Zolak, Patriots Radio Network broadcaster/98.5 The Sports Hub on-air talent.

    Design Today’s Game Plan - Set the Scene with Zo

    • Live pre-game feature with Scott Zolak

    • “From skyscrapers to stadiums, design and build anything with Autodesk, the Official Design & Make Platform of the New England Patriots.”

  • Athlete-Driven spearheaded the PR rollout across Business Wire and national publications, securing visibility in leading outlets. We partnered with SponsorUnited, the authority in sports partnerships, to highlight the collaboration to their 23,000+ LinkedIn members. Amplification extended across Patriots and Kraft Group channels, ensuring national reach and industry-wide awareness.

  • Athlete-Driven led all production efforts across Boston and Los Angeles, with support from our LA and Boston-based teams. We produced storytelling content highlighting Autodesk’s impact — from helping Los Angeles heal and rebuild after wildfires through Autodesk Construction Cloud to educating local residents on design and construction innovation, while also showcasing the Boston Technology Center as a hub of future-forward creativity. Central to this was incorporating Patriots quarterback Josh Dobbs as the face of Autodesk’s Make It Heal campaign.

  • South End Zone LED

    Athlete-Driven leads the industry in carving out powerful, ownable national sports moments for our partners — always looking to double down where opportunity presents itself, shown below in this dynamic TV visible Patriots End Zone LED. 

    Our work with Autodesk at Gillette Stadium is a defining example of elevating our clients to a national stage: securing multi-year permanent, TV-visible South End Zone LED ownership beneath the Patriots’ championship banners, elevating the Autodesk brand on national TV and generating tremendous pickup, including a feature on Drake Maye’s Instagram to over half a million people the day after the Patriots beat the Jets on Thursday Night Football (Amazon Prime), all riding the wave of the Patriots’ success in one of the most iconic end zones in sports.

Autodesk LED 7 MNF.jpg
Autodesk Drake Maye 1.jpg
South End Zone LED 6.jpg
tempImageDQfgBo.png
Autodesk Drake Maye 2.jpg
Autodesk LED 4.JPG
589103987_18133052560488226_7361966003389315079_n.jpg
Autodesk LED 1.jpg
Autodesk LED 2.jpg
Autodesk LED 5.JPG
South End Zone 9.jpg
tempImageSKzjPy.png
South End Zone LED 10.jpg
Autodesk-x-Pats-x-Josh-and-Sid63.jpg

“A-DW is connecting Autodesk with hometown fans through veteran-led sports marketing and rapid execution, creating a first-of-its-kind construction & technology partnership within Autodesk and the NFL. We’re honored to support these projects and excited for the lasting impact ahead.”

— Sid Haksar, Vice-President, Head of Construction Strategy and Partnerships | Autodesk

  • At Athlete-Driven, we don’t just follow trends, we anticipate them.

    When we saw the momentum building around the New England Patriots, we knew something big was coming. Recognizing the team’s resurgence, we identified a unique window to position Autodesk at the forefront of innovation in professional sports.

    The result? A first-of-its-kind Design & Make partnership with an NFL team — launched right as the Patriots began their next chapter and started building the next legacy.

  • We helped Autodesk tap into a story that connects on-field performance with off-field vision, capturing what it really means to “Build the Next Legacy.” 

    Our creative and media teams brought the partnership to life through content that resonates with fans, aligns with Autodesk’s brand values, and capitalizes on the Patriots’ winning trajectory. 

    This wasn’t just great timing - it was a smart play, built on insight and strategy.

  • This partnership is a clear example of how Athlete-Driven:

    • Spots competitive and cultural momentum before it peaks.

    • Connects brands with the right teams, at the right time.

    • Delivers creative that blends innovation with passion.

    We don’t just tell great stories, we help brands show up in the right ones.

Autodesk: Design Today's Game Plan - Set The Scene with Zo
Patriots Radio Network
Autodesk: Game Day Billboards, :30 Commercial, In-Game Live
Patriots Radio Network
Interview w/ Sidharth Haksar | VP, Head of Construction Strategy & Partnerships at Autodesk
Patriots Radio Network

Same dawgs. New pound.

“Partnering with Autodesk gives us access to the most advanced construction and collaboration technology available. As we build the new Huntington Bank Field, Autodesk will help our teams work smarter and faster to bring a new experience to our fans.”

— Phil Dangerfield, Senior Vice President of Operations | Haslam Sports Group

Campaign Overview

  • Exclusive Rights & Designations

  • Team-Owned & Operated Media

  • Signature Content Franchise

  • Stadium Branding & Visibility

  • Hospitality & Networking Experiences

  • Autodesk teams up with the Cleveland Browns to build the new Huntington Bank Field as the team’s Official Design and Make Platform.

    Athlete-Driven Worldwide led this landmark partnership end to end—identifying and bringing the opportunity to Autodesk, negotiating the multi-year agreement, and serving as the ongoing manager of the partnership. Athlete-Driven Worldwide brokered the business terms through a full owner mandate across the Cleveland Browns organization, working directly with team ownership, the project architect, and the general contractor to secure Autodesk’s role across the entire stadium lifecycle through completion in 2029.

    This partnership between Autodesk and the Cleveland Browns is a living model for the future of sports venues, showing how teams are building into a digital future to create more immersive, connected experiences for fans, athletes, and communities. It is also the league’s first digital stadium-build collaboration of its kind—demonstrating how design and construction technology is becoming a core pillar of how football organizations plan, build, and operate at the highest level.

    The Cleveland Browns partnership marks the second NFL team partnership created, led, negotiated, and managed by Athlete-Driven Worldwide for Autodesk.

    A Legacy Franchise, a Proud Sports City, and a Stadium for the Future

    The Cleveland Browns are one of the NFL’s original cornerstones, defined by generations of tradition, toughness, and innovation. Cleveland mirrors that spirit with one of America’s most passionate sports cultures, where football is embedded in the city’s identity. Athlete-Driven Worldwide and Autodesk are proud to shape the next chapter alongside the Cleveland Browns and Haslam Sports Group, building a stadium that honors the past while setting a new standard for the future.

    Autodesk Construction Cloud in Action

    The Cleveland Browns will use Autodesk Construction Cloud (ACC), part of Autodesk Forma, to deliver Huntington Bank Field. ACC will unify project teams through connected models, enabling faster decisions, early issue detection, and streamlined coordination across planning, design, and construction—reducing waste and improving predictability and sustainability.

    Huntington Bank Field is a once-in-a-generation investment: the first enclosed stadium in the AFC North, built for year-round use and an elevated fan experience. Expected to open in 2029, it will host up to 75,000 fans and serve as a catalyst for major economic development in Northeast Ohio. As Haslam Sports Group SVP of Operations Phil Dangerfield noted, Autodesk brings advanced collaboration technology that helps teams work smarter and faster toward a new Cleveland Browns home.

    Building the Next Legacy in Cleveland

    For decades, Autodesk technology has powered iconic sports venues worldwide. Now, that same Design and Make Platform will deliver the Cleveland Browns’ next home—built with precision, efficiency, and long-term impact. This partnership continues Cleveland football’s legacy of resilience and loyalty, creating a landmark stadium that preserves tradition while building the future of the fan experience.

    • Global exclusive rights to Huntington Bank Field, establishing Autodesk as the only Design & Make partner connected to the venue worldwide.

    • Exclusive rights to use Cleveland Browns marks across all media, enabling official co-branded storytelling and campaigns.

    • Official designation as an Official Partner of the Cleveland Browns, anchoring Autodesk inside the franchise’s innovation and infrastructure future.

    • Team-owned and operated press release and news announcement formally introducing the partnership.

    • Team-owned and operated targeted digital media campaigns aimed at Browns fans, business audiences, and regional community stakeholders.

    • Integration into Cleveland Browns radio and team-targeted audio programming.

    • Front Office Playbook: Cleveland Browns Edition

    • Overview: Front Office Playbook: Cleveland Browns Edition is a multi-part, multi-year content franchise ideated and developed by Athlete-Driven Worldwide. The series spotlights how a modern NFL organization leads stadium-scale transformation, serving as a living record of the Cleveland Browns’ journey to design and construct their future home: the next-generation Huntington Bank Field—imagined, built, and delivered on Autodesk and Autodesk Construction Cloud.

    • Two Connected Stories: The franchise tells two connected stories in parallel: The Future Build (a live, longitudinal documentary tracking the design and construction of the new Huntington Bank Field) and The Living Venue (storytelling around how today’s Huntington Bank Field is being modernized for a year-round entertainment calendar).

    • Athlete-Driven Worldwide negotiated global usage rights for the Huntington Bank Field lockup logo to ensure consistent brand integration.

    • Together, these arcs show how the Browns are expanding what a stadium can be—a platform for sport, culture, entertainment, and community—while documenting the people, technology, and decisions behind every milestone.

    • Global Distribution: The series will be pushed out globally by Autodesk and the Cleveland Browns organization through their owned and operated channels, extending reach across sports, construction, design, and enterprise audiences worldwide.

    • In-Stadium LED Branding & Visibility

    • 14 Dynamic Premium End Zone LED Autodesk placements (7 per end zone) for maximum broadcast and in-venue visibility.

    • Premium lower-bowl, TV-visible dynamic LEDs negotiated by Athlete-Driven Worldwide, designed to capture live scoring action with Autodesk branding that consistently appears across all channels.

    • High-profile, full-length end zone LED presence behind each end zone to maximize exposure during the most-viewed moments of the game.

    • Customized Hospitality

    • Athlete-Driven Worldwide worked with the Browns to build unique hospitality and corporate entertainment tied to games, construction milestones, and major events for Autodesk executives to host customers.

    • Cleveland Browns Hard Hat Huddle — Networking Events

    • Networking events and Browns Ownership Conversations with Browns execs, Autodesk leaders, and customers on innovation, leadership, and the future of stadium development—reinforcing the build on Autodesk Construction Cloud.

    • Ongoing Platform Storytelling

    • Every event ties back to the core message: Huntington Bank Field is being designed and delivered on Autodesk, experienced live with the people building it.

“Athlete-Driven Worldwide is a true extension of Autodesk, helping us build original B2B2C partnerships across iconic NFL franchises and global sports. A-DW unlocks multi-year relationships that accelerate Autodesk’s growth, aligned with stadium builds and renovations—positioning Autodesk to lead the category as venues and fan experiences evolve.”

— Sid Haksar, Vice-President, Head of Construction Strategy and Partnerships | Autodesk

Autodesk_Close up 01.jpg
Autodesk_Close up 02.jpg
Autodesk_East_01.jpg
Autodesk_West_01.jpg
Autodesk_East_02.jpg
Autodesk_West_02.jpg
ADSK-CLE-SID ON-FIELD 1.JPG

“SUCCESS BUILT ON TRUST – BANKING BUILT ON SERVICE”

WITH KEEGAN BRADLEY

Campaign Overview

  • Partnership Strategy

  • Talent

  • Production

  • Media

  • ROI & Measurability

  • News & PR

  • Community

  • Athlete-Driven partnered with Service Credit Union to fuse the regional identity of a New England credit union with a New England-born athlete whose story naturally aligns with community, trust, and service.

    • Emphasized the cultural and geographic fit: Keegan Bradley is a Vermont native with strong ties to the region.

    • Positioned Service Credit Union as a brand that reflects Keegan’s values of loyalty, leadership, and local service.

    • Aimed to elevate the brand not through standard financial messaging, but through authentic storytelling rooted in region and relationship.

    • Built the foundation to emotionally engage small business owners, service members, and community stakeholders.

  • Athlete-Driven, working in partnership with our client Service Credit Union, identified mutual interest in Keegan Bradley and, through our findings, uncovered that he was available in the financial category. After previous partnerships in the space, we seized this open opportunity and capitalized on it in a major way.

    Athlete-Driven recognized, negotiated, and activated a partnership that maximized exposure and strategic timing.

    • Selected Keegan Bradley for his integrity, New England identity, and ability to personify Service Credit Union’s mission.

    • Brokered a multi-year, high-value agreement ahead of Keegan’s defining 2025 season—enabling the brand to ride the wave of his performance.

    • Negotiated a clause that required Keegan Bradley to don the Service Credit Union logo in all on-camera, personal appearances — ensuring consistent earned media and visibility.

    • The Service Credit Union logo, sewn into Keegan Bradley’s collar, appeared frequently in national television coverage (including tournament broadcasts, interviews, and press events), especially during his wins at The Travelers Championship and The BMW Championship.

    • Extended visibility via Keegan’s cameo on Apple TV’s Stick (Marc Maron & Owen Wilson), where the logo was prominently visible.

    • Exemplified Athlete-Driven’s capacity to spot rising athlete narratives and secure brand partners early in their ascension.

  • The creative direction emphasized stories of trust, community, and the bond between people who rely on one another.

    • Developed a narrative drawing parallels between Keegan Bradley’s relationship with his caddy and the bond Service Credit Union has with its members.

    • Positioned Keegan Bradley as a representative of community, service, and reliability — maintaining consistency with his personal brand.

    • Produced emotionally rich visuals and brand-driven content highlighting the meaning of service, the New England connection, and why Keegan chose this partnership.

    • Ensured that every piece of content — long-form, short-form, behind-the-scenes — aligned with the core brand and campaign message.

  • Athlete-Driven executed a cross-channel media plan combining national reach with regional authenticity.

    • Broadcast coverage on NBC Sports, ESPN, and live PGA Tour events — ensuring broad visibility.

    • Integrated 30-second commercial spots developed by Athlete-Driven, woven into live tournament telecasts and broadcast breaks.

    • Developed social media storytelling campaigns that highlighted Keegan Bradley’s journey, his reason for partnering with Service Credit Union, and what “service” means to him as a New England native.

    • Activated content across broadcast, digital, and social, maintaining consistent brand presence across touchpoints.

    • Worked closely with Service Credit Union’s internal team to ensure media messaging aligned with brand objectives and local market relevancy.

  • The campaign delivered strong returns in visibility, brand equity, and audience engagement.

    • Service Credit Union logo visibility reached millions through national tournament broadcast exposure and interview coverage.

    • The partnership reinforced Service Credit Union’s positioning in business banking and community-first financial services.

    • Earned media value was amplified through consistent on-camera brand placement and performance-driven narrative.

    • Strengthened emotional connection and trust among target audiences throughout New England and beyond.

    • Demonstrated Athlete-Driven’s consistent ability to anticipate market moments, structure high-impact athlete-brand alignments, and deliver measurable outcomes.

  • This partnership also secured strong press coverage, amplifying awareness and credibility beyond sports audiences.

    • Featured article: “Golfer Keegan Bradley Partners with Service Credit Union” on Retail Banker International (Retail Banker International coverage).

    • The announcement generated additional local, regional, and financial industry press, expanding reach into banking and business media circles.

    • Media placements helped validate the partnership’s legitimacy and enhanced the brand’s storytelling momentum.

  • Service Credit Union hosted their annual golf tournament at Portsmouth Country Club honoring service members.

Keegan 9.png
550801484_1269038938573945_3185375317498230765_n.jpg
550900224_1269039288573910_8630970324614215957_n.jpg

“Athlete Driven Worldwide consistently brings creative, high impact ideas to life for Zenni’s partnership with the San Francisco 49ers. Their attention to detail, media expertise, and turnkey in house team operate as a true extension of ours, turning big ideas into meaningful results that deliver value season after season.”

— Veronica Alcaro, VP Brand | Zenni

Campaign Overview

  • Team Partnership Activation

  • Media

  • Product Integration

  • Management & ROI

  • Athlete-Driven Worldwide ideated and developed a comprehensive strategy for Zenni to activate its official San Francisco 49ers team partnership through multiple touchpoints — integrating players, coaches, and fan-facing content from Monday through Sunday.

    While NFL games are played once a week, fans engage every day — and Athlete-Driven Worldwide's veteran in-house media team understands how to weave that story throughout the week to continuously activate the media partnership. This approach keeps Zenni top-of-mind through consistent storytelling, engagement, and authentic 49ers alignment unlike anyone else in the category.

  • Through rights-holder media, Athlete-Driven Worldwide struck high-level negotiations and strategic deals with FOX KTVU / FOX Sports App and NBC Sports Bay Area, targeting streaming and broadcast audiences for George and Claire Kittle’s endorsement of Zenni and The Kittle Collection.

    The FOX KTVU and FOX Sports App integrations delivered premium exposure through local news and sports programming, reaching the Bay Area’s dedicated football and lifestyle audiences.

    The NBC Sports Bay Area partnership included:

    • Entitlement of The Game Plan program.

    • Integration with 49ers Head Coach Kyle Shanahan’s weekly press conference, including on-screen Zenni graphics and presenting sponsorship.

    • “Must-See Moment of the Game” — game footage presented by Zenni, the official eyewear of the San Francisco 49ers.

    • “Must-See Matchup” social content distributed across NBC Sports owned and operated digital channels.

    • Weekly sit-downs with head coach Kyle Shanahan addressing team updates and football operations — presented by Zenni.

    • Sunday Night Football 15- and 30-second integrated media placements on NBC Sports.

    • A bespoke feature segment titled Field Vision Presented by Zenni, highlighting player performance through the lens of The Kittle Collection.

  • Athlete-Driven Worldwide executed seamless product integration across broadcast and lifestyle programming:

    • NBC Sports Bay Area host Carlos Ramirez wore and endorsed Zenni eyewear on-air, referencing The Kittle Collection at the top of every show.

    • 49ers legends and analysts were also featured wearing Zenni product during studio segments and analysis shows.

    • On California Live, Veronica Alcaro, Head of Brand at Zenni, participated in a lifestyle feature highlighting the partnership and showcasing The Kittle Collection, which was worn by hosts across multiple episodes.

  • Athlete-Driven Worldwide managed and optimized all aspects of the partnership, ensuring consistent measurement of ROI through brand lift studies and engagement tracking. The team’s veteran leadership and turnkey in-house execution operated as a true extension of Zenni’s marketing organization — delivering efficiency, creativity, and measurable results season after season.

Campaign Overview

  • Team Partnership & Management

  • Talent Procurement

  • Media

  • Partnership Management & ROI

  • A-DW led & negotiated, and currently manages a multi-year official partnership between Zenni and the Boston Celtics, IP, in-arena assets.

  • A-DW led multi-year partnership between Zenni and Coach Sam Cassell to activate team deal. Worked in partnership with production company on ideation and creative.

  • A-DW led, negotiated, and currently manages new customized partnership between Zenni and NBC Sports Boston to activate team and talent rights.

Zenni x Celtics LED 2.jpg
Zenni x Celtics LED 3.jpg
Zenni x Celtics LED 1.jpg
Zenni Outer Ring 2.JPG
Zenni Outer Ring 1.JPG
Zenni 4.jpeg
IMG_1975.JPG

“WIN LIKE” WITH JAYSON TATUM

Campaign Overview

  • Talent Procurement

  • Concept & Scripting

  • Production

  • Media

  • A-DW leads all talent procurement for Hisense as their exclusive Sports AOR. A-DW leads the multi-year partnership between Hisense and Jayson Tatum. For our most recent “Win Like” campaign, A-DW secured Jayson Tatum, Richard Jefferson, and Mac McClung.

  • A-DW led the “Win Like” campaign concept ideation and script writing in partnership with Hisense’s creative lead.

  • A-DW led the day-of production (set design, director, etc.) and distribution with our LA-based award-winning creatives. The “Win Like” production garnered 2 new :30s and 2 new :15s for Hisense promotion.

  • A-DW led and integrated a national media campaign with TNT with on-court signage, custom-branded digital highlights on B/R, an in-studio stunt with Hisense TVs during an “Inside the NBA” episode, and traditional media during the NBA Playoffs.

BRAND IN-STUDIO INTEGRATION WITH TNT & B/R ON INSIDE THE NBA

Campaign Overview

  • Broadcast

  • In-Arena

  • Digital / Social

  • In-Studio Integration

  • We negotiated for 3x the value in impressions to run our creative (:15s and :30s) across TNT within NBA Playoff games, Pre-Game, and Inside the NBA. Ads seen via TNT broadcast and those who stream TNT OTT.

  • We negotiated Hisense Half-Court coutside signage during the NBA Playoff games on TNT. Hisense camera visable signage with customized graphics ran Globally for over 3 minutes during live game action on TNT. Signage seen via TNT broadcast and those who stream TNT OTT.

  • We created a new social content series on B/R entitled “For the Win” to celebrate game winning moments during the NBA Playoffs, as a call back to Hisense’s For the Win creative and promotion. Hisense “For the Win” branded social posts of NBA highlights with animated graphics engaged NBA fans with Hisense call to action.

  • We created a new live product integration segment during TNT’s Inside the NBA studio show, that was negotiated as part of our TNT media buy. Creating a new way to authentically weave the Hisense 100 inc ULED TV’s within the live show, with amazing results. Check it out!

“I GOT NEXT” WITH KEVIN DURANT X CHET HOLMGREN

Campaign Overview

  • Concept & Scripting

  • Production

  • Post-Production

  • A-DW’s award-winning creatives led all concept ideation and finalization, script writing and production planning for the Nike x Hibbett KD 17 Campaign with Chet Holmgren.

  • A-DW led all day-of production efforts from set design & creative direction, directing of shoot and organization.

  • A-DW led post-production, editing, and delivery of creative for Campaign. Deliverables included: Behind the Scenes, :15 & :30 for linear, digital, and social media distribution.