MSG Rebrand

Troika partnered with MSG Networks, one of the oldest and most respected regional sports networks in the country, to rebrand their on-air identity driven by audience insight.

We conducted a digital ethnography of Knicks and Rangers fans to learn how and why people watched and what people needed before, during and after watching. Inspired by the research, we built a versatile game identity package that reflects fan engagement and the game experience within the context of a personal, emotion-based relationship.

We helped establish MSG Network as the fan-first sports network through the insight-driven creative, satisfying fans’ desires to emotionally connect with the teams they love, the players they admire, the passion of their fellow fans and the region they call home.