See how we bring brands to life in stadiums and beyond.
The Advent Approach
Key Components of Success
What Makes an Activation Truly Effective
- Deep Story Discovery: Reveal what makes your team and fanbase unique.
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Experiential Storytelling: Design physical and digital moments that evolve with your season.
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Multi-Channel Engagement: Extend activations across social, digital, and live environments.
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Authentic Brand Integration: Create spaces where fans and partners connect naturally.
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Data-Driven Personalization: Deliver measurable results for your team and your sponsors.
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 redefining the pre-game experience.
The result? A flexible, multi-use space that drives revenue, boosts engagement, and delivers real ROI for both the team and its sponsor.
Key Outcomes:
- Boosted beer sales by 80% and liquor sales by 200% during Cowboys home games.
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Strengthened a 10-year, $200 million partnership between the Cowboys and Molson Coors.
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Delivered a vibrant venue for watch parties, festivals, and concerts.
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:
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Delivered a VIP standing-room experience with King Ranch seating and personal TVs.
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Integrated lighting effects and interactive media to enhance visibility, energy, and fan engagement.
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Balanced Ford’s vision with the Cowboys’ aesthetic, maintaining design integrity for both brands.
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.
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.
The Business Case
Partnership Activations That Deliver Measurable ROI
Successful sponsorships don’t just display brands—they drive results.
Our activations help teams and partners achieve:
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Higher Fan Engagement: Fans participate, not just observe.
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Expanded Reach: Connect with key audience segments on-site and online.
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Proven Impact: Track engagement, impressions, and conversions in real time.
When done right, partnerships move more than products—they move people.
Ready to elevate your team’s partnerships?
Let’s connect about creating experiences that drive fan engagement, increase sponsor value, and strengthen your brand story.