Moderna

Introduction

Moderna engaged Elevate to drive strategic sports partnerships that advance its market objectives and deliver measurable impact. Acting as an extension of the Moderna brand, Elevate secured six new partnerships across the NFL, NBA, NHL, MLB, and MLS in key markets, while maximizing the value of existing sponsorships, including Moderna’s presenting role in the Boston Red Sox STEM Day program.

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Challenge

Moderna needed a comprehensive strategy to identify, evaluate, and execute sports partnerships that would strengthen brand awareness, support public health messaging, and deliver meaningful community impact. The challenge was to expand into new markets while ensuring existing sponsorships continued to provide high visibility and authentic audience engagement.

Solution

Elevate developed and executed a full-spectrum sports marketing strategy, including portfolio development, in-stadium branding, athlete partnerships, fan activations, and community engagement programs. This included targeted digital and physical messaging to encourage vaccination, interactive community and STEM-focused initiatives, and custom PSAs featuring notable athletes. Moderna was able to increase brand awareness, foster local and national community impact, and deepen engagement across high-priority sports markets.

Results

Executed Services

Portfolio Development

Secured and optimized a diverse portfolio of new sports partnerships for Moderna across the NFL, NBA, NHL, MLB, and MLS, leveraging rigorous RFP management and proposal analysis to ensure all league assets aligned with key business priorities

Brand Integration

Maximized brand visibility by executing prominent in-stadium signage and digital branding that integrated Moderna’s core messaging with QR codes for direct, seamless access to vaccine resources

Athlete Partnerships

Developed and executed a high-visibility PSA series featuring nine notable team alumni, utilizing in-stadium and digital placements to integrate Moderna’s vaccine messaging into the fan experience

Fan Activations

Managed the end-to-end execution of high-impact community partnerships, leveraging team-led initiatives like the Celtics STEM Lab and LA Kings Science of Hockey to amplify Moderna’s commitment to local audiences

Community Engagement

Designed and managed every facet of Moderna’s Red Sox STEM Days, integrating interactive learning and engineering competitions to highlight Moderna’s commitment to innovation and health