What was the scope of their involvement?
Starting out, the Gold Cup didn’t have a full identity. We’ve been working very closely with Thirsty Agency on ideation, which led to the “This is Ours” campaign, which is meant to communicate the tournament is our equivalent to the Copa América here in North American and the Caribbean.
My team manages the Mexican national team here in the United States. We also have Leagues Cup and Campeones Cup, so there are different scopes to our work with Thirsty Agency. In all of our projects, they provide us with all the creative assets we need: stadium pieces, digital displays, out-of-home, email, social, etc.
Additionally, we have requests come in left and right for Gold Cup from our host committees, and they’re always flexible and fair in making sure we can provide the necessary assets.
What is the team composition?
Our key points of contact are Patrick (Partner & Chief Strategy Officer, Thirsty Agency) and Christina (Director of Operations, Thirsty Agency), but I’ve probably spoken with 5–7 additional key players on their team. They recently hired an avid soccer fan, so my team has also looked to him for guidance on which players to feature in our marketing efforts to best drive sales.
How did you come to work with Thirsty Agency?
My manager has been working with them for years. She had worked with them in limited capacities before and really liked the relationship she built with them.
How much have you invested with them?
We’ve spent over $150,000 for Major League Soccer work, and there’s a separate scope for the Concacaf project, but I’m unaware of that cost.
What is the status of this engagement?
The project started around June 2018, and the work is ongoing. We have several matches approaching in the near future that we're prepping for.