Big 12 announces partnership with creative agency to appeal to a 'younger, more diverse audience'
The Big 12 Conference is trying to stay relevant in the ever-changing landscape of college sports, and the latest endeavor is a partnership with a creative agency to appeal to a younger and more diverse audience.
The company is Translation, and the Big 12 said it’s been an active leader in sports marketing for over 15 years, connecting sports industry leaders, teams, and leagues with new generations of fans and audiences.
Translation has worked with the NFL, NBA, State Farm, Beats By Dre, Brooklyn Nets, Nike and the New York Knicks.
“It is critically important that we continue to align the Conference and its member institutions with partners that know how to innovate and elevate us,” commented Big 12 Conference Commissioner Brett Yormark. “Translation’s legacy in creating culturally rich content and experiences on behalf of major sports leagues and brands makes their team a perfect partner to bring the Big 12 into its next wave of growth.”
With the conference scaling into eight major markets, Translation will offer strategic, cultural, and creative expertise to co-author the next wave of brand growth. Translation will reimagine how the Big 12 shows up in youth culture, appealing to current and prospective student-athletes by bridging the worlds of storytelling and culture.
The Big 12 has announced its partnership with independent creative agency, Translation, to contemporize the brand and scale its national relevance to appeal to a younger, more diverse audience.
— Big 12 Conference (@Big12Conference) October 17, 2022