CBS engages American football fans with epic storytelling

Matthew Carlton

The Super Bowl hardly needs a marketing push, but the annual Army v Navy game requires broadcaster CBS to find a narrative that will attract different audiences.

CBS Sports, the sports division of the US television network CBS, is used to screening the country’s biggest sporting events and the Army v Navy game is the most celebrated college football game. Held at Philadelphia’s Lincoln Financial Field, the rivals met for the 119th time in December 2017.

At the Leaders Sport Business Summit (London, October 2018), CBS Sports’ Creative Director Pete Radovich described how the broadcaster generated substantial buzz around its coverage. The channel wanted to “find a story” but he admitted that finding the right narrative is something of a balancing act as it seeks to...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands