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Canada’s Beloved Green and White
The Saskatchewan Roughriders are more than a football team—they’re a cultural phenomenon. With one of the most loyal fan bases in sports, the Roughriders represent community pride and resilience. However, as the team sought to modernize its fan engagement strategy, they partnered with Watson to create a program that celebrated their legacy while embracing the future.
Watson developed a comprehensive loyalty platform that connected fans to the Roughriders both on and off the field. The program rewarded fans for attending games, purchasing team merchandise, and participating in community initiatives like youth football camps and charity drives. Exclusive experiences, such as locker room tours and meet-and-greets with players, further deepened the connection.
Watson also revamped game-day experiences at Mosaic Stadium, introducing fan zones, live entertainment, and interactive digital content. These initiatives created a sense of excitement and belonging for every fan, whether they were lifelong supporters or new to the Green and White family.
The results spoke volumes. Season ticket renewals increased by 20%, while game-day revenue climbed by 22%, driven by enhanced fan experiences. Community program participation surged by 25%, reinforcing the Roughriders’ role as a pillar of Saskatchewan’s identity.
A Watson designer reflected: “The Roughriders are a symbol of pride for an entire province. Helping them build something that connects fans to the team and their community was an honor.”
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
