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American Magic x Founders Brewing Co. - Sponsorship Campaign
Creative Director and Content Marketing Director
Brett Haberkorn
Date
2024
Role
I led the creative direction for Mahou USA’s exclusive American Magic Beer and Hop Water branding and oversaw the execution of the fully integrated campaign.
Founders Brewing Co. proudly sponsored the American Magic Team for the 37th America’s Cup in Barcelona, Spain (August–October 2024), a global event reaching 954 million viewers.
As part of the partnership, Founders’ logo took center stage on the front sail of the American Magic boat. We also developed a signature beer and hop water with exclusive packaging for the team’s Barcelona base and U.S. watch parties.
The campaign came alive across a full 360° campaign, including a hype video, on- and off-premise assets, a custom tap handle, digital display, social media, and a consumer engagement program where winners earned a trip to Spain to watch the races live.
I also led and designed an internal awareness campaign, featuring a 3D wall installation in a central common area. The installation engaged employees, built excitement, and included an updatable QR code linking to an internally produced video with educational content about The America’s Cup.
