Combining deep experience in brand storytelling with virtual production capabilities, (add)victory aims to enable the creation of high-end content to unlock the full value of sports partnerships.

Independent strategy and creative agency (add)ventures is entering the sports marketing arena, launching a dedicated Sports Marketing division called (add)victory. The expansion is at the intersection of sports, culture and content, guiding brands and sports organizations to create impactful partnerships, campaigns and storytelling that resonate with today’s fans and build measurable growth.

The new division will deliver, the company says, “integrated brand campaigns combining the agency’s brand-building experience with the region’s only in-house virtual production studio. The in-house studio offers clients a combination of both practical and virtual production, enabling the creation of high-end content, branded experiences and immersive storytelling for sports properties and sponsors without relying on traditional production constraints.”

As ProVideo Coalition reported last April, (add)ventures’ parent company, Door G, has embraced Brompton Tessera LED video processors as critical to its virtual production workflow, continuing its investment in technology, including upgrading to a next-generation LED wall with a 56′ wide by 14′ tall curved volume.

The vision for (add)victory is to create “Sponsor Zones” for marketers who need to create infinite content and “Player X Products” to showcase athletes with the brands they influence. (add)victory will solve the challenge of marketers needing infinite content creation and athletes who have limited time and need to focus on training, recovery and winning.

Leveraging the latest production technologies that combine LED walls, real-time world-building software and camera tracking, virtual production allows multiple locations (such as locker rooms, global cityscapes, brand worlds), changing seasons (snow to sun) and “golden hour” anytime. Pre-visualization prior to filming means approvals from corporate, athletes and agents are completed beforehand, avoiding surprises on set. In less than one day, hero films, social content, still photography and hype videos can all be created.

“We’ve worked with athletes including boxer Evander Holyfield, baseball legend Joe Torres and New England Patriots and Boston Red Sox teams on behalf of non-profits and Fortune 500’s,” said Steve Rosa, founder and CEO of (add)ventures. “The common theme for all these campaigns were the athletes didn’t have enough time, and the marketers needed more time to create content.” Rosa continued, “We transformed marketing for retail and healthcare brands with our virtual production capabilities; and now we will leverage that expertise to transform sports marketing.”

Here is more information shared by the company about the new division:

To expand (add)victory, (add)ventures has hired Jeff Connors, a sports industry veteran, as Chief Growth Officer. Connors has 25 years of experience with Kraft Sports + Entertainment, where he held senior leadership roles supporting the New England Patriots organization. Connors had key roles across sales, marketing, and fan engagement—within one of the most successful franchises in professional sports. He has experience guiding Fortune 500 brands to expand sports sponsorships into results driven partnerships.

“I’ve spent my career in a culture where performance is measured every day and every interaction matters,” said Connors. “With (add)victory, I can leverage my first-hand knowledge of how sports teams think about corporate sponsorships, and how to deliver win-win partnerships for both athletes, marketers, and most importantly, the fans.”

By combining deep experience in brand storytelling with virtual production capabilities, (add)victory will unlock the full value of sports partnerships—transforming limited athlete access into a scalable, always-on content engine. Through pre-visualization, efficient capture, and modular content design, a high volume of premium, adaptable assets can be created in a single, streamlined production timeline. This approach not only reduces logistical friction and accelerates speed to market, but also ensures the sports partnership delivers sustained impact across channels, audiences, and time—maximizing both creative ambition and return on investment.