• by Laurie Sullivan  @lauriesullivan, October 2, 2023

HubSpot launched its first NFL Sunday Ticket national ad campaign on YouTube. The media buy is part of the largest investment the company has made in one product area to date.

YouTube secured NFL Sunday Ticket in a $14 billion, seven-year rights deal that kicked off this month. Sunday Ticket gives subscribers access to network broadcasts of every Sunday afternoon game regardless of their location.  

YouTube is reportedly paying the National Football League $2 billion annually for Sunday Ticket, which the NFL says has more subscribers already this year than it had last year on DirecTV, according to one report.

HubSpot’s campaign, Q4, created by Arts & Letters Creative, also will run on linear television. It will integrate with DraftKings, and appear across TikTok's second-screen ad takeovers. It also includes in-stadium signage at MetLife Stadium as the New York Jets take on the Kansas City Chiefs.

Multiple spots in various durations include :30, :15, and :06s cutdowns. In one spot, two employees talk about sales targets. One pushes the laptop computer across the table toward the other and says: “Check it out, with HubSpot new Sales Hub tools we’re crushing out targets.” The other employee says: “Q4 is going to be a big deal.”

The goal is to make Sales Hub synonymous with Q4 business success.

The campaign, which launched October 1, includes in-stadium signage at MetLife Stadium as the New York Jets take on the Kansas City Chiefs.

HubSpot recently announced it would increase its commitment to sales with the relaunch of Sales Hub, a sales solution, and the launch of HubSpot AI, a portfolio of AI-powered features for marketing, sales, and service teams.

Along with the launch of Sales Hub, the company expanded its relationship with LinkedIn. The product gained advanced lead management and reporting, intelligent deal management forecasting, and seamless scheduling.