Opening SoFi Stadium

The world’s most beautiful stadium opened in 2020 — with SoFi’s name all over it.

As creative lead since day one, I’ve shaped every touchpoint on SoFi’s behalf for the 70,000-person venue, including…

  • the logo lockup and physical signage installations throughout the stadium

  • a rotation of digital creative across multiple surfaces on game day

  • a pandemic-pivot launch video with the first (and only!) fan to step foot inside during our inaugural season

  • larger-than-life activations in our entitlement area and member lounge

  • ongoing concert and event coverage including partnerships with the Los Angeles Rams and Los Angeles Chargers

The challenge

Bring legitimacy and awareness of SoFi to mass audiences, plus associate us with premium experience and the biggest names in sports and entertainment.

My role

  • Lead creative initiatives for the naming rights partnership and all associated assets.

  • Partner closely with the Rams, Chargers, signed athletes, Kroenke Sports & Entertainment, and SoFi Stadium operations team to deliver content and experiences that appeal to their fanbases while evangelizing contextually-relevant SoFi products and benefits.

  • Continually look for strategic ways to maximize our contractual assets for more scale and impact YOY. 

The results

  • SoFi Stadium has become a cultural icon and is associated with the biggest acts in sports and entertainment, having hosted the Super Bowl, record-setting tours for Beyoncé and Taylor Swift, and soon the World Cup and Olympics

  • With two NFL teams sharing the stadium, weekly broadcast viewership averages ~20M and encompasses name mentions, visible on-screen logos, and media placement for SoFi commercials featuring Justin Herbert and Josh Allen

  • SoFi Stadium has hosted over 10M guests in person from 2020-2025

  • 4x unaided brand awareness since opening SoFi Stadium

Our debut — adapted for a global pandemic.

SELECTED FEATURES

In-stadium and on-brand: on many, many surfaces.

Plussing up the fan experience.

After four seasons of on-the-ground engagement with passionate fans, I’ve led the charge in building and refining a game-day and event playbook for SoFi Stadium. This approach allows our social creative team to predictably and efficiently deliver turnkey creative season after season — staying cultural relevant, but not stale.

Videos coming soon.

#1 Fan: Created in house at SoFi, with production by Caveat.

SoFi Stadium in-stadium surfaces: Mix of graphics created in house by SoFi Studios, Troika, and Master of Shapes.

Lead SoFi Stadium team:

ECD: Jonathan Woytek / GCD: Jackie Linayao, Ian Graham / ACD: Marty Bonacorso / Sr. Art Directors: Alex Curran, Matthew Wyne / Designer: Carlo Beza / Producers: Gretchen Klotz, Deiter Segura, Greta Sohn / Motion Graphics: Caleb Grady, Matthew Cho / Architecture & Industrial Design: Dustin Malstrom

Lead SoFi Stadium social team:

ECD: Jonathan Woytek / GCD: Jackie Linayao / ACD: Chris Ryan / Creatives: Katy Wells, Kaelee Butner, Brad Khauv, Kevin Alvarez, Kai Fields, Payton Lowry-Sanders / Content Creators: James Coker, Brittany Bardwell / Producers: Greta Sohn, Mikayla McVey, Moriah Grant