Our relationship with Motel 6 produced some amazing sports partnerships that evolved over the years. We started in the college space by forming official partnerships with the Big 10 and Big 12 conferences to help elevate the Motel 6 brand. Once cord-cutting and time-shifting started to reduce the impact of our TV media buys, we quickly pivoted our strategy to include unskippable, TV-visible signage with 21 different MLB, NBA, and MLS teams in key Motel 6 markets. When the opportunity arose to “own” a televised sporting event, we signed on to entitle the Motel 6 Cactus Bowl in Phoenix. And perhaps Motel 6’s most noteworthy and comprehensive sports affiliation was the official partnership that we helped them form with the UFC. The Motel 6 brand was on full display in the biggest UFC fights of the year via in-octagon signage, digital content sponsorships leading up to big PPV fights, and an integrated media buy on FOX and FS1 during big televised fight cards. We used UFC IP rights to develop custom television creative and co-branded premiums, and we created the “Motel 6 Fighter Face-off” experience on-site prior to big UFC fights that gave fans a chance to meet some of their favorite UFC fighters.