Allstate x Black Star / Alianza de Futbol

Allstate has a wide-ranging soccer sponsorship inventory across the pros, national teams, and more. But they wanted a turnkey grassroots solution to provide a foundation of in-person touchpoints with soccer communities, so they partnered with Alianza and Black Star –– our owned and operated soccer properties catering to Hispanic and Black youth.

Our job was to bring bespoke content series to bring digital reach to their grassroots touchpoints, aligning with two different audiences and brands. What we brought was two premium storytelling series that broke every benchmark set before us, leveraging talent at every stage of the pyramid, to show Allstate’s reach across the soccer ecosystem.

We wanted to make sure it was clear that the future of the game is in good hands thanks to Allstate.

Sueño

Allstate’s Sueño Alianza program has been discovering gems in the Hispanic soccer community for years. And this digital content series did feature the pros that came through the system.

But the insight of this series is that the sueño –– the dream –– is not just realized through pro deals. It’s through college scholarships and just the love of the game. It’s about opportunity, and that can come to life in many different ways. So we celebrate everything the program stands for: yes, the pro deals, but also the opportunities we have helped to create for Hispanic athletes and families, both on and off the pitch. Because this group of special athletes and people, and the opportunities we’ve helped enable, are the dream.

Activating on the ground

We wanted to make sure that this wasn’t just a digital activation, so we brought the series to Alianza’s premier event, the National Showcase. Whether it was a media day where athletes got to feel like pros, or leveraging Allstate assets like their ambassador Taylor Twellman, we made sure to make one thing clear: Allstate is creating opportunity for young athletes and creating a better future for the beautiful game.

Black Star Academy

Every scarf is an opportunity.

Every Black Star tournament weekend ends with a ‘scarf ceremony’, where professional and college scouts place a scarf on each athlete’s neck who impressed enough to be called up for future scouting opportunities.

But we wanted to go deeper than the photo opp, following the standout talent throughout the highs and lows of a weekend and culminating in that ceremony, an official induction into the Black Star Academy. The outcome is not only deeper storytelling, but an every-growing brother- and sisterhood ci﬚’s top athletes for years to come.

Detroit

Washington, DC

Los Angeles

Results

Through a combination of partnership amplification, earned media and a bespoke paid media campaign for each project, the series totaled over 5 million impressions each per season, totaling more than 20 million impressions on the series in its two seasons since its inception.