CSM LeadDog partnered with the American Flag Football League (AFFL) in its inaugural 2018 season to produce 127 games in which 132 teams and more than 1,500 athletes participated. The AFFL season included two brackets: an amateur bracket composed of 128 teams, and a pro bracket, which featured four teams made up of former professional athletes including Michael Vick, Chad Johnson, Nate Robinson, Jason Avant and Carlos Boozer.
CSM LeadDog kicked off the season with seven regional tournament events across the United States in New York, Texas, Georgia, Florida, California, Ohio and Virginia, which led to round 32, played at the New York Jets Training Facility. The final 11 games were televised live on the NFL Network, and were hosted in Pittsburgh, Atlanta, and Indianapolis. Houston set the stage for the “Ultimate Final” Championship game where the winner from the amateur and pro brackets faced off for a shot at the $1 million prize at BBVA Compass Stadium.
- Games played: 127
- Nationally Broadcasted Games: 11
- Viewers: 1.1MM
- Increased viewership: 50 percent from the first game to the last game
Employing seven different agencies in its inaugural season, AFFL shifted its multi-agency approach in preparation for 2019, selecting CSM LeadDog as its sole agency of record to produce and market its second season. CSM LeadDog is using strategic insights from the 2018 season to inform the integrated marketing, public relations, sponsorship, social media management and event production strategy and execution including, in-game promotions, fan experiences, and operations.