--- title: Rams Draft Experience presented by SoFi | 7th Hashtag Sports Awards description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment image: https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/xMbMmboG-0tHOhMlswk-file.jpeg --- Rams Draft Experience presented by SoFi | 7th Hashtag Sports Awards [The 7th Annual Awards](https://www.hashtagsports.com/awards/shortlist-2025?hsLang=en) # Rams Draft Experience presented by SoFi [Los Angeles Rams](https://www.therams.com/) ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/xMbMmboG-0tHOhMlswk-file.jpeg?width=1920&height=1080&name=xMbMmboG-0tHOhMlswk-file.jpeg) Share [** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2025%2Frams-draft-experience-presented-by-sofi-1) [** ](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2025%2Frams-draft-experience-presented-by-sofi-1&text=Rams+Draft+Experience+presented+by+SoFi+%7C+7th+Hashtag+Sports+Awards) [** ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2025%2Frams-draft-experience-presented-by-sofi-1) ABOUT THIS ENTRY The Rams Draft Experience presented by SoFi transformed Hermosa Beach into a football hub, featuring a live draft stage, player appearances, and a special performance by Gunna. At the heart of the event, the 60-yard “SoFi Field” hosted fan activations, youth clinics, and Play 60 Field Days, reinforcing the brand’s commitment to innovation, community, and engagement. ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/xMbMmboG-0tHOhMlswk-file.jpeg?width=1920&height=1080&name=xMbMmboG-0tHOhMlswk-file.jpeg) How does this represent "Excellence in Engagement"? The Rams Draft Experience presented by SoFi set a new benchmark for fan engagement by transforming Hermosa Beach into an immersive, football spectacle. Unlike traditional draft activations, this event physically embedded itself within a vibrant LA locale, making the Draft more accessible, experiential, and culturally resonant. By constructing SoFi Field, a full-scale, functional turf installation, the Rams not only made a splash, but enhanced fan participation and also ensured a lasting community impact by donating the field to Nickerson Gardens Playground. This activation exemplified “Excellence in Engagement” by merging entertainment, sport, and community in the Rams authentic style. It reinforced SoFi’s brand beyond stadium naming rights, placing it at the center of an unforgettable fan-first experience. The event’s 9M cross-channel impressions and star-studded programming demonstrated how bold, unconventional thinking can captivate audiences and drive deep, emotional connections. By proving that the NFL Draft can thrive outside traditional venues, this initiative challenged the industry to rethink fan engagement, making it more immersive, inclusive, and locally embedded—setting a precedent for future large-scale, experience-driven activations. Objective Every offseason we must ask, how do we recapture the attention of sports & NFL fans from across the country? How about we build a football field on the iconic Hermosa Beach to bring players, fans, our wider community for a massive fan facing Draft Experience? Thus, the “Rams Draft Experience presented by SoFi” was born. This two-day event was open to the public and featured a stage built on Hermosa Beach for fans to enjoy live draft day coverage, onstage programming including appearances by current and former Rams players, and a special performance by musical act, Gunna. Meanwhile, “SoFi Field” was a 60-yard turf football field on Hermosa Beach worked to enhance the Draft Experience where fans had a chance to participate in “skills and drills” stations and the Rams also hosted Play 60 Field Days and youth football clinics on the field for local community groups and schools in the days that followed the Draft. The multi-touch point approach delivered exactly upon the ask of aligning the brand to innovation, creativity, and community all within a market that can deliver results. Strategy & Execution To make a splash and celebrate our first 1st round pick in YEARS, the Rams Draft Experience and Draft Field presented by SoFi were created. SoFi Field on Hermosa Beach wasn’t just a symbol of innovation; it was a functional, community-centered installation. Therefore, we created a high-quality, sustainable turf using, providing a safe space for local youth and Rams fans to participate in clinics, drills, and Play 60 Field Days but with the future in mind, the field was donated to Nickerson Gardens Playground in Watts, by the LA Rams Foundation furthering our commitment to making a lasting impact in our community. For SoFi, the Draft Experience and SoFi Field provided a unique opportunity to expand their presence beyond SoFi Stadium and into the broader LA community. By moving the Draft activation to the beach, SoFi took a bold risk, mirroring the Rams' approach to constructing our organization on and off the field. This move allowed SoFi to develop its broader awareness strategy beyond its marquee stadium association, building upon experience driven moments that place them front and center amongst engaged and primed fans with the goal of driving deeper connections with Angelenos. ** Nominations ** - Best Brand Experience or Activation **Organizations** - Los Angeles Rams - SoFi **Links** - [  Website ](https://www.therams.com/draft/field) **Featured** - Gunna **Credits** **[ Kathryn Kai-ling Frederick](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Chief Marketing Officer Los Angeles Rams **[ Lexi VonderLieth](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Vice President, Brand Strategy Los Angeles Rams **[ Marissa Daly](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Vice President and General Manager, Rams Studios Los Angeles Rams **[ Todd Davis](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Vice President, Legal Los Angeles Rams **[ Cory Be;fort](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Senior Director, Creative Los Angeles Rams **[ Chris Williams](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Senior Director, Video Los Angeles Rams **[ Rachel Zisman](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Senior Manager, Brand Strategy Los Angeles Rams **[ Cate Howard](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Senior Manager, Partnership Design Los Angeles Rams **[ Brittany Cipolla](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Senior Manager, Marketing Operations Los Angeles Rams **[ Cameron Kirst](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Senior Manager, Marketing Operations Los Angeles Rams **[ Melissa Park](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Senior Manager, Studio Operations Los Angeles Rams **[ Brevin Townsell](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Photography Lead Los Angeles Rams **[ Sydny Layne Layne](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Director, Experiential Los Angeles Rams **[ Jennifer Prince](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Chief Commercial Officer Los Angeles Rams **[ Chris Edwards](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Senior Director of Partnerships Los Angeles Rams **[ Brittany Ramos](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Senior Director of Partnership Management Los Angeles Rams **[ Liz Kwasnowski](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Director of Partnership Management Los Angeles Rams **[ Kim Low](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Associate Manager of Partnership Management Los Angeles Rams **[ Kevin Demoff](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** President Los Angeles Rams **[ Joanna Hunter Hunter, Vice President, Corporate Affairs](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Vice President, Corporate Affairs Los Angeles Rams **[ Lauren Stafford Webb](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Chief Marketing Officer SoFi **[ Kevin Weeks](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Vice President - Sports Partnerships, Business Operations, Data Science Los Angeles Rams **[ Jessica Wykoff](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Director, Sports Marketing Los Angeles Rams **[ Wyatt Faughnan](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Sports Marketing Associate SoFi **[ Alison Koff](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Brand Consulting CAA **[ Liam Green](https://www.hashtagsports.com/awards/shortlist-2025/-?hsLang=en) ** Brand Consulting CAA #### INSPIRED TO ENTER WORK? 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