Male Sports Opps: Las Vegas Raiders tap new top marketer (Score 52)

Sales Lead: The Las Vegas Raiders assigned its top marketing role, that of marketing SVP, to Kristen Banks, effective July 2023.

• Banks was previously the VP of digital product marketing for the Ultimate Fighting Championship.
• The Raiders have rolled out several new initiatives uh as LEED Gold Certification at Allegiant Stadium, premium 2023-season suite options, and an innovative partnership with nZero.
  • The nZero deal allows the possibility to track Allegiant Stadium's water consumption and carbon emissions in real-time.
• The team will likely:
  • Implement strategy shifts
    • This will likely involve continuing to invest in influencer partnerships (more here) and sponsorships
  • Ramp up spend, especially local in and around Las Vegas
  • Seek new agency partners
• Target demographic: 
  • Male, sports-oriented Gen-Z and millennials
    • The aforementioned water consumption and carbon emission goals will especially appeal to eco-conscious consumers.

Additional spending insights:

• Our resources don't report brand-specific national TV or digital spend for the NFL's individual brands, so view more about the league's recent spend here.  
• Additional channel insights  
  • The Raiders utilize experiential activations along with OOH, digital, local broadcast, and print (newspaper) ads.
  • The team invests in sponsorship partners such as Verizon Wireless, Anheuser-Busch, PepsiCo, Comcast, Allegiant Air, Credit One Bank, and Chevron.

Additional agency insights:

• Opportunity: Reach out to see if this hire ends up leading to team-specific agency hires for the Raiders.
  • ​​​​​​​Influencer agency hires are especially likely since the NFL has been bolstering its influencer efforts.
  • Media hires are especially likely since the Raiders are no longer working with their former media AOR, Horizon Media.
• Current agency roster:
  • ​​​​​​​In-House: Media
  • 72andSunny: Creative AOR
  • Tinuiti: Digital, media buying, and social agency partner
  • GMR Marketing: Digital and experiential agency partner

Insight Sources: Channel insights estimated by Vivvix; sponsorship partnership insights by Relo Metrics.