“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
“Designing the Next Legacy” with the New England Patriots
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Autodesk sought to form an authentic partnership that demonstrated real-world impact. The goal was to connect Autodesk’s design and construction technology with a passionate fan base, while embedding the brand directly into the operations of one of the NFL’s most iconic franchises.
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Athlete-Driven Worldwide brokered and leads the execution of a first-ever, multi-year design technology team partnership, naming Autodesk the Official Design & Make Platform of the New England Patriots.
By integrating Autodesk Construction Cloud directly into Kraft Group operations, the partnership connects football operations, stadium upgrades, real estate development, and media storytelling into one authentic, long-term collaboration—setting a new standard for business-to-business sports partnerships.
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Official Design & Make Platform Designation:
Autodesk positioned as the innovation partner of the Patriots across facilities, football operations, and development projects.
Autodesk Construction Cloud Deployment:
The new Patriots Training Center
Stadium upgrades at Gillette Stadium
Long-term Kraft Group developments
Integrated Media & Storytelling Activation:
Permanent, TV-visible south end zone and corner end zone LED signage at all Patriots home games.
Weekly digital content series, Building the Next Legacy, across Patriots.com, the Patriots app, and social channels.
Integration across Patriots-owned platforms including Forged in Foxborough, Patriots Unfiltered, and team social content.
Radio Network Activation:
On-air campaign across the Patriots Radio Network (98.5 The Sports Hub), featuring live reads, game-day spots, and a custom pre-game segment called Set The Scene with Scott Zolak.
Talent Procurement & Ambassadorship:
Led by Patriots quarterback Josh Dobbs, whose engineering background and passion for innovation authentically connects Autodesk’s mission to football, infrastructure, and community impact.
PR & National Amplification:
BusinessWire announcement
Coverage in national publications
Promotion through SponsorUnited’s 23,000+ industry audience
End-to-End Production:
Led by Athlete-Driven teams in Boston and Los Angeles, highlighting Autodesk’s impact—from rebuilding communities after wildfires to innovation at the Autodesk Boston Technology Center.
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This partnership redefined what sports marketing can deliver by turning Autodesk technology into an active driver of Patriots operations, and not just a visible sponsor.
The collaboration:
Streamlined construction and operational workflows
Brought innovation directly into football infrastructure and facilities
Created meaningful storytelling that connected technology, team legacy, and fan engagement
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Athlete-Driven Worldwide served as strategy lead and agency of record, managing negotiation, activation, and long-term execution. The result is a scalable partnership model that delivers measurable value for both organizations—positioning Autodesk as a global leader in design and make technology, and reinforcing the New England Patriots as one of the most innovative franchises in professional sports.
In-Stadium LEDs - TV Visible
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Athlete-Driven leads the industry in creating powerful, ownable national sports moments for our partners, and we’re always looking to double down when the right opportunity presents itself.
Our work with Autodesk at Gillette Stadium is a defining example of how we elevate brands on the national stage. By securing multi-year ownership of the permanent south end zone LED (positioned beneath the Patriots championship banners) along with dynamic corner end zone LEDs, Autodesk’s brand is consistently showcased on national broadcasts, driving meaningful exposure and amplified by the momentum of Patriots success.
Patriots Head Coach Mike Vrabel Collaboration
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Growing from a four-win season, New England Patriots Head Coach Mike Vrabel challenged his team with a simple but powerful belief: “You have to believe in things, sometimes before you can see them.” That mindset fueled one of the most remarkable turnarounds in recent sports history.
Athlete-Driven recognized the opportunity early and led a strategic collaboration with Autodesk. As the Patriots surged throughout the season, belief turned into performance and culminated in a Super Bowl appearance and Mike Vrabel being named the 2025 Coach of the Year. With the spotlight brighter than ever and the team on the biggest stage in sports, timing mattered. The partnership was announced just two days before the Super Bowl and one day after Coach Vrabel received the league’s highest coaching honor.
As the official Design and Make Platform of the New England Patriots, Autodesk is proud to continue building alongside the organization and to partner with Coach Vrabel as part of this collaboration.
Custom Content Feature
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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.
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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.
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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.
Patriots Radio Network
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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 called Design Today’s Game Plan - Set the Scene with Zo with Scott Zolak, Patriots Radio Network broadcaster/98.5 The Sports Hub on-air talent.
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We’re proud to highlight Autodesk’s groundbreaking, first of its kind partnership with The Kraft Group and New England Patriots. Through Athlete-Driven Worldwide’s leadership, the partnership was not only strategically built, but brought to life through compelling media and storytelling.
Autodesk’s Sid Haksar joined the Patriots Radio Network on 98.5 The Sports Hub, reaching more than one million fans on game day and announcing the partnership across Patriots Nation. This is a powerful example of A-DW’s ability to deliver both partnership strategy and high-impact activation.
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As the Patriots closed out the regular season and the march toward the Super Bowl began, Athlete-Driven knew this team had something special. To capitalize on the moment and expand their presence, Autodesk became the exclusive sponsor of Felger & Mazz’s Playoff Coverage on 98.5 The Sports Hub. Felger & Mazz (M-F 2p-6p) is one of the highest-rated radio shows in the country and consistently the #1 show in Boston. It dominates the ratings, and is must-listen radio especially during Patriots playoff runs.