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The platform will roll out across stadiums, neighbourhood activations, watch parties and retail experiences, highlighting the ways fans engage with the sport during matchdays and beyond.

The agreement will see Brave Bison manage the league’s digital video strategy, audience development and live event streaming operations.

The move is designed to help brands connect more directly with culture through athletes and creators, while extending Ogilvy’s reach across sport, entertainment and social platforms.

The campaign connects this message to major cultural moments, with a particular focus on football and the upcoming global tournament in 2026, positioning Samsung TVs as the preferred screen for high-stakes viewing.

The initiative highlights the long-standing cultural influence of the 59FIFTY design, which has evolved from a sports uniform staple into a widely recognised symbol of identity across fashion, music and entertainment.

The campaign highlights how the brand’s connected product ecosystem supports hosting at home, from premium displays to kitchen and climate-control appliances, as consumers prepare for large-scale viewing events.

The campaign, Life is a Beautiful Sport, positions tennis as an influence that extends beyond performance, shaping attitude and identity in a contemporary context.

The initiative is designed to reinforce the brand’s positioning around hydration science and performance, while targeting the next generation of football athletes.

The agency will lead brand strategy, media planning and investment, digital marketing, and analytics as BODYBAR scales its presence, with plans to open 70 studios in 2026.

Working alongside its digital performance group WePlay, the agency will oversee media relations and develop integrated campaigns aimed at increasing visibility, driving ticket sales, and growing the league’s fan base across North America.

The work appears across several high-traffic digital out-of-home sites, with the Outernet among the key locations used for the 3D execution.

The initiative links the brand’s long-standing association with the number 57 to one of the most watched events in American football, using the draft selection as a focal point for fan engagement.