When it comes to sports, DIRECTV always goes big. Working with our sports marketing partners, we branded and launched a new boxing league. The brief: “What would a boxing league look like if Jay-Z owned it?” The team created everything, from envisioning a new style of fighting ring “called The Pit” to creating an open-fist glove, along with designing the apparel and defining the tournament style rules that delivered a faster boxing style and guarantee more knockouts.