Washington Commanders

Against the backdrop of negative corporate culture allegations and mixed sentiment on the team’s rich history under their former name, introduce the new Washington Commanders as a franchise of the future.

With a goal of helping generate positive storytelling around the organization and announcing the rebranding of the Washington Football Team, the PR team strategically worked to engage with media and showcase new angles of the organization.

The team proactively generated positive stories around the team’s new, diverse leadership including Julie Donaldson, the first female radio lead, and Jason Wright, the first Black Team President in NFL history.

To bring transparency to the rebrand journey, ensuring the inclusion of fans, partners, players, and community leaders opinions and feedback, PR facilitated Taste of FedEx event and launched a dance team TikTok challenge to showcase an all-new gameday experience.

Finally, in coordination with the organization, the groups implemented a tease campaign and ultimate consumer and press unveiling of the Washington Commanders – team name, logo, uniforms, and positioning.

• Washington Commanders unveiling drove top-tier media coverage in outlets such as Today Show, CBS News, ESPN, Washington Post, Forbes, and many more.
• Drove the highest site and app traffic in a single day in team history
• Negative news sentiment around the WFT dropped from 97% to only 10% over a six-month period