behind the brand

The Wireless Challenger That Built Buzz With Ted Danson, Golf Legends, and a NASCAR Stunt

This wireless challenger partnered with Ted Danson, teamed up with golf legends, and promoted savings with a race car sliced in half. Guess which brand is growing its retail footprint while competitors close locations?

  • History: Founded in 1995 in Portland, OR by longtime friends John Marick and Greg Pryor, Consumer Cellular launched with a mission to make wireless service easy and affordable, focusing on the 50+ demographic. In 2020, Consumer Cellular was acquired by GTCR and brought on current CEO Ed Evans to continue to lead the company in its next phase of growth. Today, Consumer Cellular offers a full range of wireless plans and carries the latest flagship phones from Apple, Samsung, Google, etc as well as smartwatches and tablets.

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    Partnerships: Consumer Cellular has partnered with AARP for 17 years, offering exclusive member discounts. In 2024, the brand expanded its sports marketing footprint as a key sponsor of RFK Racing and the No. 6 car driven by Brad Keselowski, promoting its message of “same exact coverage for up to half off” with a commercial featuring Keselowski cutting his race car in half. That same year, the company entered golf with Fred Couples as its first brand ambassador. In 2026, Zach Johnson joined as a second golf ambassador, helping promote the campaign message “Save Your Green for the Greens.”

  • Spokesperson: In 2022, Ted Danson became the company’s spokesperson, bringing his signature charisma and comedic timing to national advertising campaigns.

  • Store Expansion: While many wireless providers are reducing retail footprints, Consumer Cellular is expanding. After opening its first store in 2022, the company plans to reach 120 retail locations across the U.S. by the end of 2026.

  • Customer Support: Consumer Cellular is widely recognized for its 100% U.S.-based, award-winning customer support. The company has been ranked No. 1 in Customer Service among postpaid MVNOs by J.D. Power and No. 1 in Network Coverage and Customer Satisfaction among wireless providers by ACSI.

If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.

 
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