​THE CHALLENGE

In 2006, both Ford and the Atlanta Falcons were under pressure.

Ford faced severe economic headwinds and the threat of a shutdown. The Falcons were navigating PR turmoil and declining sentiment. Meanwhile, Ford’s multimillion-dollar partnership inside the Georgia Dome had been reduced to little more than logo placement.

The sponsorship needed to do more than show up.
It needed to mean something.

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THE INSIGHT

Neither Ford nor Atlanta needed another promotion.
They needed hope, each other, a cause they could fight for together.

Ford’s Built Ford Tough DNA mirrored the city's resilience and the team’s defensive identity. If we could give fans ownership of that spirit, the partnership could evolve from signage into shared identity.

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THE IDEA

DEFEND THE DOME

A rallying cry that turned a corporate sponsorship into a movement.

More than a tagline—it became a chant, a badge, and a declaration that this was our home. On the field. In the city. In our community.

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THE EXECUTION

We built the platform across stadium, digital, and retail touchpoints:

• First-ever branded Falcons player intro, running before every home game

• Custom halftime concert integration

• Interactive impact-rated tackling experience connecting performance to Ford safety

• Ford’s first 3D online driving game featuring All-Pro DE John Abraham

• Digital takeovers and microsite integration (brand’s most successful program site at the time)

• Limited-edition action figures and retail activations, driving fan demand and store traffic

The campaign transformed fans from spectators into participants.

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THE IMPACT

• Ran for 11 consecutive seasons (2006–2016)

• Became Ford’s longest-running NFL partnership platform in the region

• Helped reverse declining brand affinity during a critical economic period

• Delivered sustained engagement, retail momentum, and earned community participation

• Concluded only when the Falcons transitioned to Mercedes-Benz Stadium

Most sponsorships rotate every few seasons. Defend the Dome endured for more than a decade.

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THE LEGACY

What began as a partnership restructure became a franchise platform—one that unified a city, strengthened a brand during crisis, and proved that sports marketing can become emotional infrastructure.

Defend the Dome didn’t just sell vehicles.

It gave Atlanta something to stand behind.