SDSU football plan in phases: new pregame destination, new go-to-market approach, redefined…

I love it when a plan comes together—and this latest announcement from SDSU Football is a perfect example of strategy turning into momentum.

When we first partnered with San Diego State Athletics, the mission was clear: elevate awareness, drive excitement, and grow the Aztecs Football brand.

Here’s what we’ve built so far:

✅ Phase 1: Create a new pregame experience

River Park Block Party – transforming the arrival experience into a destination.

✅ Phase 2: Reimagine the go-to-market approach

A new advertising and brand strategy built to reach fans where they are and attract new audiences.

✅ Phase 3: Redefine the in-game entertainment

New strategy, scripts, music direction, and overhauled content across the board—turning every moment into a storytelling opportunity.

🔥 Now: Layering on entertainment value

This week SDSU announced The Common Kings will headline a pregame concert at the River Park Block Party ahead of next week’s game. This is exactly the kind of sports + entertainment collaboration that attracts new audiences, engages current fans, and builds cultural relevance.

When you align strategy with experience and amplify it with entertainment, you don’t just host a game—you create a destination.

🎟️ Tickets & details:

https://lnkd.in/grByGYBm

A huge shoutout to Kanani Beebe who led the charge from our side and Ayo Taylor-Dixon who continues to find ways to keep creating more energy for the Aztecs.

#FanExperience #SportsBusiness #CollegeFootball #SDSU #GameDayExperience #CUENTO #ExperientialMarketing #LiveEvents