Our objective was to create a content franchise that positions Nasdaq as a cultural leader at the intersection of business and sports, leveraging shared values of leadership, resilience and innovation that unite the two worlds. With research showcasing that 95% of Fortune 500 CEOs have played sports and are sports fans, this overlap presents a powerful marketing opportunity to engage industry leaders through sports-focused storytelling.
Our primary goals were to increase brand awareness and cultural relevance among sports-interested business audiences, establish credibility in the “business of sports” space, and drive measurable engagement across Nasdaq's O&O channels. Additionally, we aimed to build a high-performing franchise that opens new pathways for enterprise-level partnerships and sponsorships, supporting Nasdaq's broader business objectives.
We aimed to achieve the objectives by creating an authentic and engaging 1:1 interview format that connects the lessons, challenges, and triumphs found in both business and sports. The intimate, personal approach broke away from traditional direct-to-camera style and serious business-related content, and delivered a fresh, dynamic experience that resonated deeply with audiences.
The first proof-of-concept episode featured gymnast Jordan Chiles during the 2024 Olympics. We scaled the concept into a full content franchise—The Winning Formula—anchored in editorial themes like leadership, resilience, innovation, performance, and other overlapping themes from the business and sports world.
Guests - The show features athletes, coaches, sports executives, and leaders at the intersection of business and sports, such as Toto Wolff, Allyson Felix, Jimmy Butler, Kelley O’Hara, Alex Honnold, and more. This mix ensured authenticity and cultural impact while expanding Nasdaq’s reach into new audiences.
Production - Episodes were filmed at Nasdaq MarketSite studios with our in-house broadcast and video teams. Our host - Poppy Shen and Joel Kolani - align discussion topics, filming date with the talent before conducting the pre-recorded interview.
Distribution - Each episode is distributed across Nasdaq.com and social platforms with optimized cutdowns for YouTube Shorts, Instagram Reels, LinkedIn and TikTok. A dedicated digital hub and promotion strategies maximized reach and engagement.
Sponsorships & Partnerships – As part of Nasdaq’s partnership with Mercedes-AMG PETRONAS F1 team, Mercedes became the show’s official title sponsor. Beyond logo placement, we established a special edition called 'Accelerating Leadership' featuring F1 executives and athletes. Interviews conducted at both the Nasdaq studio and F1 races helped Nasdaq establish its presence in the motorsports world.
Challenges - One of the biggest hurdles was figuring out a format that really clicked with audiences—something fresh and engaging, not just another business interview. We wanted it to feel personal and culturally relevant while still reflecting Nasdaq’s authority. Striking that balance between authentic sports storytelling and a tone that fits our brand took a lot of trial, tweaking, and creative thinking.
The Winning Formula elevated Nasdaq’s brand awareness and relevance among sports‑interested business audiences. The series surpassed internal benchmarks in terms of video views and engagements. Beyond metrics, the franchise positioned Nasdaq as a thought leader in the "business of sports" space. We convened high-profile guests to explore themes such as leadership, entrepreneurship, financial literacy, equity in sports, and more, sparking conversations on culturally significant topics and reinforcing Nasdaq's credibility at the intersection of business and sports.
