The Challenge

Using an in-state rivalry to unite communities, help others, and build awareness for educational funding.


The Opportunity

Long-time client State Farm asked us to develop a rivalry platform between Arizona State University and the University of Arizona and use the opportunity to reach beyond the field of competition into local communities.

The Result

We developed the State Farm Territorial Cup Series, known as the Duel in the Desert, which is a popular and widely anticipated event that draws fans from across the state of Arizona and beyond. Within this series, we launched the State Farm Territorial Cup Series Food Fight and the State Farm Good Neighbor Team.

This unique program helped provide three-pronged results: Putting the spotlight on the athletic programs offered by each university, helping alleviate hunger in the community, and creating awareness for educational funding.