Houston Sabercats
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Opening Game

The sport of rugby has tried and tested roots in the United Kingdom, but as a relatively unknown sport to American audiences, The Houston SaberCats are pioneering a new and visionary sports franchise. Major League Rugby, founded in 2017, already boasts broadcasts on ESPN, CBS, and Fox networks. With a high-visibility opportunity for success, the Houston SaberCats needed to codify an identity, culture, and strategy to navigate through uncharted waters in the American marketplace.


We knew that the SaberCats needed a few things to set them up for success; exciting visual assets, a whip-smart internal team, and a digital ad strategy to blow the doors off Houston’s sports community. Knowing that Houston is already a renowned sports town, Madak and the SaberCats put together a plan to target sports fans in the Houston area through an aggressive social media campaign, while Madak also began drafting internal hiring and training documents.

“Madak made sure the Sabercats brand was instantly recognizable and memorable. We set trends and standards for the rest of the league and that is all down to the meticulous curation and attention to detail of the whole Madak team."
Sam Windsor


We developed assets for the SaberCats across several platforms and mediums. Madak scripted, shot, and edited an informative series called “Rugby in 15 Seconds.” These videos break down basic rugby moves and plays in order to familiarize Houston sports-fans with a sport they were most likely unfamiliar with. Madak also provided them with a full package of visual assets, including logos, fliers, digital ads, social media templates, schedules, a website, and internal onboarding and recruiting assets.


We rolled out their aggressive digital ad strategy, and used our new photo and video assets to land sponsorships and build a relationship with the local Houston community. In their first season, the SaberCats gained thousands of social media followers and sold out the lion share of their games. Their brand new internal team had an array of photo and video assets to choose from, along with a clear path to success for future seasons.