of a New Stadium
the city of Houston

AVEVA is a global leader in performance intelligence software, focused on streamlining industrial operations for efficiency, and minimizing environmental impact. They found an opportunity to give back to the community in Houston, Texas by sponsoring the Houston Sabercats through the purchase of naming rights to their stadium. Madak was initially tapped to produce a 30 second spot regarding the sponsorship, which evolved into a full portfolio of branding and assets for the stadium sponsorship.

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Madak worked internally with the sponsorship division at AVEVA to hammer out a strategy to activate the sponsorship at AVEVA Stadium. We aimed to draft and produce stadium collateral over the course of 6 months, develop a digital strategy for advertising and branding, and help with event promotion for several games with AVEVA as the new stadium sponsor.

"Fast yet patient, and very detail-oriented. Madak is a fantastic agency to work with; they really bring creative ideas to life."
Lee Tedstone
Global VP – Head of Digital Project Execution


Madak and AVEVA worked in tandem to create assets across several mediums. First we zeroed in on an overall branding  guide for the Sabercats partnership. Subsequently, we produced television ads, physical ads for the Sabercats game-day program, stadium branding including murals for the grandstands, as well as an AVEVA rugby Challenge Coin.


As a result of our branding campaign and digital promotion, AVEVA and the Sabercats had a successful opening of their partnership, and carved out a space in the culture of Houston Texas for rugby, and the AVEVA brand. AVEVA continues to support The Sabercats and the Houston rugby community through their generous contributions and support.