Norfolk Southern x Atlanta Sports
Norfolk Southern aimed to raise its profile in its hometown city through key sports sponsorships with the Atlanta Braves and Atlanta United. The challenge: stand out in a crowd packed with branded content and truly connect with fans.
Our team got to work positioning Norfolk Southern as a proud Atlanta-based company while creating memorable, locally resonant stadium experiences. We tapped into the emotion and energy of Atlanta’s sports culture to create the big idea: Delivering Wins. This line bridges Norfolk Southern’s operational excellence with the city’s competitive spirit, making the brand feel at home in both baseball and soccer environments.
Atlanta Braves
Ribbon Trigger Animation: Norfolk Southern locomotives power across ribbon boards, pulling branded messages and graphics, backed by a stylized Atlanta skyline.
Non-Ribbon Displays: Custom digital concepts reinforce the message beyond the main animation.
Battery and IPTV Videoboards: The ‘Atlanta Goes Yard’ campaign taps into the pride and power of Atlanta’s sports fans. With gritty narration and cinematic visuals, it’s an ode to the city and its teams.
Atlanta United
Mega Column: In this prominent placement, a Norfolk Southern train pushes into the frame “Delivering Wins by the Ton,” and decked out in colors inspired by the United kit worn by the players. Flags simultaneously descend to further demonstrate the company’s support of its local team.
Ribbon Displays: Accompanying horizontal messaging declares Norfolk Southern’s proud partnership with the United.
While full results are still pending, early response to the Braves creative has been overwhelmingly positive. The locomotive animation, in particular, has captured attention and reinforced Norfolk Southern’s presence as a hometown brand.
We’re also seeing strong added value through organic sharing from local sports fans attending Braves games. To further amplify the campaign, we created complementary executions for Norfolk Southern’s owned social media channels, helping to unify the brand experience across touchpoints.
In a crowded sponsorship space, Norfolk Southern’s “Delivering Wins” campaign demonstrates how thoughtful, emotionally connected creative can break through — and make a brand feel truly local.