How does a nonprofit startup build the kind of awareness and community engagement that a once-in-a-generation sporting moment demands?

VMG began with a deep dive into the media consumption habits of all three target audiences. That meant understanding where local NFL fans consumed sports media, how Bay Area residents discovered and engaged with local events, and where out-of-market visitors could be intercepted as they arrived in the region. That intelligence became the foundation of a media strategy designed to drive awareness and ticket sales simultaneously across every relevant touchpoint. But strategy alone wasn't enough. Super Bowl markets are the most competitive and expensive media environments in the country. Inventory gets locked up early, rates spike, and most agencies are left competing for whatever is left. VMG's vendor relationships and firsthand experience on the vendor side meant we knew which partners to call, what was available before it hit the open market, and how to negotiate rates that kept the campaign within budget without sacrificing impact.