Client:
Sun Angel Collective
Defend the Devils: Campaign
Web Site Design
Campaign
Art Direction
Copywriting
Branding
Graphic Design
The Challenge
In the world of NIL, no team is safe from the transfer portal. One player’s departure can derail an entire season—and for Arizona State University, the stakes couldn’t have been higher. The mission was clear: retain top talent, secure future success, and keep ASU’s best athletes in maroon and gold.
The Sun Angel Collective—the university’s NIL arm—was built to make this happen through paid endorsement opportunities. But to deliver on its mission, it needed one thing above all: more paying members.
The Approach
From November 21 to December 18, 2024, we executed a high-intensity, multi-channel membership campaign designed to ignite Sun Devil pride and convert fans into Sun Angel members.
Key tactics included:
- Unique campaign logo and cohesive branding across all touch points
- Dedicated landing page on the Sun Angel Collective website
- In-game announcements and jumbotron graphics during ASU football games
- Targeted email blasts to ASU supporters
- Local and regional radio spots
- Paid and organic social media campaigns flooding timelines with Sun Devil energy
Turning fan pride into a force
that fuels the future of ASU athletics
/ Why NIL Matters
In this exclusive video, ASU’s Head Coach and Athletic Director explain why NIL is more than a buzzword—it’s the key to keeping elite talent in Tempe. They share how Sun Angel Collective members directly impact the team’s ability to win today and build for tomorrow.
Click image to watch video
A Landing Page Built to Convert.
The dedicated campaign landing page was designed with one goal in mind: turn Sun Devil pride into Sun Angel memberships. Clean, bold visuals tied directly to the campaign branding, while clear calls to action made it easy for fans to join in just a few clicks.
High-impact photography of ASU athletes created an emotional connection, while concise copy explained exactly how NIL support keeps top talent in Tempe. The layout was mobile optimized to meet fans wherever they were—at home, at work, or in the stands.
/ The Outcomes
This campaign didn’t just generate buzz—it delivered a tangible competitive advantage. Fan excitement surged, membership rolls grew, and the Sun Angel Collective secured the resources needed to keep ASU’s most sought after athletes in maroon and gold.
The timing was electric: ASU football celebrated its most successful season in program history winning the Big 12 Championship in its inaugural year in the conference and earning a coveted Peach Bowl appearance. Even more importantly, the roster stayed nearly intact, with a 95% retention rate of eligible players clear proof that competitive NIL deals can be the difference between losing your stars and building a dynasty.
Our paid social and digital advertising amplified the movement, reaching 467,155 fans (with a core audience of ages 25–54), driving 5,500+ clicks to the campaign landing page, and generating 6.1 million ad views, all at an incredibly efficient $0.54 per click.
The biggest win? More than $1 million raised—fueling future NIL opportunities and securing ASU’s competitive edge for seasons to come.
/ Inspiring with design
95%
Retention rate of eligible players — keeping our stars in maroon & gold
467,155
Fans reached through paid social & digital ads
6.1M
Ad views at just $0.54 per click
