Although our work for Direct Auto was short-lived, we made our mark in a big way. In an effort to generate policy sign-ups among Millennial men, we introduced Direct Auto to the Ultimate Fighting Championship. Direct Auto was front and center in UFC 248, a primetime pay-per-view fight card that was publicized as the first major live American sporting event to take place during COVID lockdown in 2020. We also assisted in evaluating and negotiating COVID makegoods as part of Direct Auto’s ongoing partnership with their hometown Memphis Grizzlies.