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Rethink Sponsorhips - Advent

See how we bring brands to life in stadiums and beyond.

Transforming Sponsorships

From Logo Placement to Fan Experiences

Traditional sponsorships—like stadium banners or outfield wall decals—are no longer enough. Advent creates interactive, immersive activations that turn every fan touchpoint into a memorable brand experience.

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The Majors Presented by Rolex

The Advent Approach

We start every activation with StoryMining, our signature process for uncovering your brand’s unique story and emotional touchpoints. By understanding what resonates with both your audience and organization, we design activations that are authentic, measurable, and unforgettable. This process allows us to map an authentic audience journey, guiding fans from awareness to engagement and creating meaningful, memorable brand experiences at every touchpoint.

Key Components of Success

What Makes an Activation Truly Effective

  • Deep Story Discovery: Authentic narratives that resonate.

  • Experiential Storytelling: Physical and digital experiences that evolve.

  • Multi-Channel Engagement: Social, digital, and live integration.

  • Authentic Brand Integration: Let fans interact directly with your brand.

  • Data-Driven Personalization: Tailored experiences for maximum impact.

Ford Deck at AT&T Stadium – 2025 ALSD Best Partnership Activation Award Winner

Case Studies

Miller LiteHouse at AT&T Stadium

Advent partnered with the Dallas Cowboys and Molson Coors to create the Miller LiteHouse, an immersive 87,000-square-foot fan destination that redefines the pre-game experience. Featuring two beer gardens, six bars, a 70-yard turf field, over 60 TVs, and the largest walk-in beer cooler in Texas, the space offers fans a vibrant setting for watch parties, festivals, and concerts. Designed with shareable moments in mind, the activation has become a social media sensation, enhancing brand visibility and fan engagement.

Key Outcomes:

    • Boosted beer sales by 80% and liquor sales by 200% during Cowboys home games.

    • Strengthened a 10-year, $200 million partnership between the Cowboys and Molson Coors.

    • Delivered a flexible, multi-use space adaptable for various events and activations.

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Milliken Plaza at Fluor Field

Advent helped the Greenville Drive (Boston Red Sox Single-A Affiliate) and sponsor Milliken bring fan engagement and storytelling into the heart of Fluor Field with Milliken Plaza—an interactive entry-experience positioned down the first base line. The space welcomes fans with displays that celebrate Milliken’s employee success stories, sustainability efforts, and local impact. Its centerpiece: the “Gamechanger Pitching Experience,” where fans can test their throws and instantly download stats like accuracy, velocity, and timing onto a digital baseball card. Milliken Plaza creates Instagram-friendly moments, supports recruiting and donor relations, and strengthens Milliken’s presence in the Greenville community.

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PGA of America Coaching Center Powered by T-Mobile

Advent collaborated with PGA of America and T-Mobile to create the Coaching Center at PGA Frisco—a space built for golfers at every level. Designed around culture, character, competence, confidence, and connection, the center breaks traditional molds with cutting-edge technology, accessible programming, and welcoming environments. Featured prominently in T-Mobile’s national commercials, the Coaching Center has become both a physical destination and a centerpiece of brand storytelling, amplifying visibility for T-Mobile while inspiring golfers of all ages and abilities.

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2025 ALSD Best Partnership Activation Award Winner

Ford Deck at AT&T Stadium

Advent transformed the Ford Deck, a standing-room-only platform at AT&T Stadium, into a bold branded destination for fans. Working with Ford and the Dallas Cowboys, we infused the space with kinetic lighting, custom seating, live game streams, and elevated amenities—creating an experience that amplifies both the Ford and Cowboys brands.

Key Highlights:

  • Delivered a VIP standing-room experience with King Ranch seating and personal TVs.

  • Integrated lighting effects and interactive media to enhance visibility, energy, and fan engagement.

  • Balanced Ford’s vision with the Cowboys’ aesthetic, maintaining design integrity for both brands.

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The Business Case

Miller LiteHouse: 80%+ Beer Sales and 2X Liquor Sales

Sponsor activations deliver measurable ROI:

  • Higher Engagement: Fans actively participate, not just watch.

  • Targeted Reach: Connect with key audience segments.

  • Measurable Impact: Track social, attendance, and conversion metrics.

Activations don’t just move products—they move people.