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Shell Energy Stadium • March - April 2023

March 2023 marked an exciting time for the team at Shell Energy. In January, it was announced that Shell Energy would become the stadium naming rights sponsor of the downtown Houston stadium. Then in March Shell Energy Stadium was formally unveiled. Leading up to the big unveil of the stadium itself, we kicked-off our paid media campaign entitled, “Proud to Power Our Home and Yours,” which highlighted our sponsorship of the stadium and teams, as well as reinforced our 100% renewable electricity plan offering to residential customers in ERCOT.

The Houston Dynamo celebrated their home opener first on March 18th with 24,769 in attendance, followed a few days later by the Houston Dash home opener. The title night events included a pre-game pep rally, behind-the-scenes tours for leadership, hosting Shell Energy employees in the PitchSide Patio, and surprising giveaways for the fans during the matches. Shell Energy unveiled new stadium creative including stadium live reads, Shell Energy suite creative, new LED boards, new stadium signage, and new 360 Shell Energy Photo Activation.

We have seen incredible success so far and have highlighted some key metrics below. We will continue to keep this page current as more metrics and content become available.

Metrics are the combined total results of: the January Naming Rights press release and the associated earned media coverage, plus the paid and earned media metrics from the “Proud to Power Our Home and Yours" campaign.

Media Coverage Highlights

Paid Media Campaign

The campaign ran from March 13 – April 14th in Houston and included: Out of Home Digital Kiosk Ads, Paid & Organic Social Media, Innovative vehicle wraps on Circuit – EV Ride Share & wraps on city tour buses. We also launched a New Dynamo & Dash Landing page on the Shell Energy Website, complete with a special 100% renewable electricity plan offering for fans, which fans can access through scanning a QR on Shell Energy branded assets at the stadium.

Cost per 1,000 media impressions (CPM) exceeded benchmark goals by 28%. Clickthrough rate (CTR) was 2x stronger than anticipated.

Stadium Assets

See below for a sample of the creative leveraged in and around the stadium during the campaign.