The Milwaukee Admirals are the AHL affiliate of the Nashville Predators. Our assignment with this project was to increase awareness of Special Olympics Wisconsin (SOWI), a nonprofit partner of the Milwaukee Admirals, over the course of the 38-game 2021–22 home hockey schedule.

Collaborating with the Admirals, we developed a three-part strategy: (1) Messaging would be seen three times per game through branded messaging on one of the team’s Zamboni machines at 38 home games at UW Panther Arena; (2) Traction Factory designed proprietary, collectible, league-approved and game-worn Admirals jerseys that were auctioned online with proceeds to SOWI; (3) Traction Factory partnered with the Admirals Power Play Foundation to contribute funds for every power play goal scored during the season; branded promotional in-game announcements were a program component.

The program reached 200,000 Admirals fans, drove $30,000 in contributions benefitting individuals with intellectual disabilities supported by SOWI throughout Wisconsin and, through the creation of the collectible jerseys, created compelling messaging that will be seen by Admirals’ fans for years to extend the reach of the program.