Leveraging the power of the NFL’s intellectual property is vital for all sponsors of the league. Advantage developed the Hyundai Youth Football Camps platform to leverage the NFL partnership both on the local and national level, giving aspiring youth the chance to develop their football skills with help from NFL legends. Hyundai’s 2017 Youth Football Camps platform included camps in seven major markets, with kids ages 7–13 invited by the NFL team and through Hyundai CRM databases. With a focus on loyalty, we provided invitations to current Hyundai owners, while fostering new relationships with prospective owners. We tapped into our network of talent and secured an NFL player (current or former) to be the face of the camp in each market, giving kids an unforgettable experience. The NFL players put on their coaching hat for a bit, while having fun playing football and taking pictures with the kids. But we couldn’t forget about the parents! We gave them a chance to win an all-expense paid trip to the Super Bowl, along with gift cards and signed NFL merchandise. We also invited local Hyundai dealers to set up vehicle displays and provide test drives for parents while camp was in session.