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Professional rugby is finally part of the Texas sports scene. With a new team in place and stadium construction underway, the Houston SaberCats reached out to Madak to help spread the word and inspire Houston to fall in love with rugby.

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Challenge

With just weeks to go before kicking off its inaugural season, the Houston Strikers reached out to Madak for a complete rebrand, becoming the Houston SaberCats and one of the founding members of Major League Rugby. With a goal of establishing its organization as a strong addition to the League, the rebrand would require Madak to develop and execute a strategic marketing campaign incorporating graphic design, social media, public relations and website development prior to the 2018 season.

Strategy

The Madak strategy was to develop the most dynamic brand in the League, establishing a dominant and memorable presence through visual print, broadcast and online platforms. To ensure the campaign had longevity, we worked cooperatively with the organization to develop internal processes that could be managed post-execution, such as creating a template for game-day media for social media. Further, we incorporated media relations activities, PowerPoint presentations and attention-grabbing videos to help the organization gain credibility and sponsorships.

Solution

Prior to the season commencing, Madak was able to infuse a total rebrand of the SaberCats’ logo, website, merchandise, and social media presence. As a result of our social media campaign alone, the SaberCats’ social media followership increased from zero 33,000 between Facebook and Instagram. Through our efforts, the Houston SaberCats organization became a stronger, more relevant and viable competitor within the League.

Rugby in 15 Seconds

Educational digital advertising introducing rugby basics to new fans

Kit Preview

Showing off the merch

The SaberCat Billboard

Bringing the brand to the outdoors

Digital Advertising

Their message in modern media