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. The video achieved incredible success regarding engagement and video views. Building on this momentum, 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 - We leveraged guests who were already visiting Nasdaq, while also conducting proactive outreach to secure high-profile talent such as Toto Wolff, Allyson Felix, Jimmy Butler, Kelley O’Hara, and Valtteri Bottas. 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 paid amplification 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 and shared storytelling opportunities that amplify both Nasdaq and Mercedes. Our host traveled to multiple F1 races to conduct onsite interviews and established Nasdaq's presence in the F1 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 successfully elevated Nasdaq’s brand awareness and relevance among sportsinterested business audiences. The series surpassed all internal benchmarks in terms of video views and engagements.
Nasdaq - Internal Use: Distribution limited to Nasdaq personnel and authorized third parties subject to confidentiality obligations. Beyond metrics, the franchise positioned Nasdaq as a thought leader in the "business of sports" space. We convened high-profile guests — including Toto Wolff, Allyson Felix, Alex Honnold, Jimmy Butler, and others — to explore themes such as leadership, entrepreneurship, financial literacy, equity in sports, and more, sparking global conversations on culturally significant topics and reinforcing Nasdaq's credibility at the intersection of business and sports. The show also featured guests and executives from prominent organizations like Mercedes-AMG PETRONAS F1 team, Monumental Sports, Major League Soccer, NBA, and more. These results underscore how The Winning Formula delivered measurable impact—driving brand visibility, audience engagement, and strategic business growth through authentic and culturally-relevant storytelling.
