Becoming the signature partner of the Red Sox was like stepping into a church. We knew we never would or should be the focal point—but that we also wouldn't get what we needed from the relationship by being too quiet.

The answer: We stepped lightly, established our credentials as fans first, and quietly, patiently made ourselves part of the story. Instead of being yet another brand slapping its logo on the Wall, we became just another fan sitting in the next seat.

With broadcast work that's simultaneously in-the-know and accessible, in-game integrations like using our logo as a balls-and-strikes counter (which we allowed fans to discover organically), and a co-branded ecosystem that held it all together, we climbed the steep hill of fan acceptance by always staying true to one simple idea: Red Sox baseball, fuck yeah.