Building credibility to combat an existential threat

A sports league’s future was on the line when media and the public began to raise significant concerns around the safety of the sport and whether it should continue to be played.

FGS Global created a comprehensive, multi-channel owned content and paid advertising campaign and continues to educate key audiences about the league’s commitment to safety and efforts to make the game safer.

Since the campaign’s launch, the league has seen its score on safety issues and the number of people who consider the league “part of the solution” increase significantly.

FGS Global helped the league build credibility on the issue over time by identifying and reaching the audiences that mattered most to break through the very noisy external environment. FGS Global was also uniquely able to bring together experts in crisis communication, reputation management and public affairs to help the league navigate the highest-scrutiny moments and stay focused on protecting its reputation long-term.

The league continues to turn to FGS to help it navigate emerging, high-stakes issues affecting its reputation.