Davante's House

ABOUT THIS ENTRY

When Taco Bell's long-standing partner Davante Adams signed with the Los Angeles Rams, it created the perfect opportunity to bring their years-long commercial narrative to life. The result was Davante's House, a full-scale modern home built inside SoFi Stadium complete with a working Taco Bell, mini golf course, walk-in closet, and memorabilia wall. Activated live on gameday at the Rams' 2025 home opener, it set a new bar for how brands can maximize and triangulate partnerships to engage fans within the professional sports ecosystem.

How does this represent "Excellence in Engagement"?

This partnership sets a standard for the power of sport and what gameday activations can truly be. 

The Rams play in the nation's largest media market, in a stadium purpose-built to host the world's biggest moments. Launching the Rams and Taco Bell's partnership on an active gameday, with a full-scale build rather than a standard logo placement, was a declaration of intent. For Taco Bell, a Southern California-born brand making a splash in a big way, there was no better venue, no better team, and no better moment.

What made this possible was the convergence of three distinct equities: a franchise with a passionate fanbase and a world-class home, a brand with deep cultural roots in the market, and an athlete whose story gave the narrative a natural entry point. 

For the industry, the model is clear: find the right partner, utilize a narrative that already has cultural equity, deliver on its promise in an unexpected way, and trust fans to do the rest.

Objective

The Los Angeles Rams are one of the NFL's marquee franchises, playing in the nation's largest media market inside SoFi Stadium, a venue widely considered the crown jewel of professional sports. For Taco Bell, a brand with deep roots in Southern California and a massive national footprint, the Rams represented the ideal partner to deepen their impact and brand presence to NFL fans.

Since 2022, Taco Bell and Davante Adams had built a recognizable piece of NFL culture around a simple premise: wherever Davante lives, he has a fully functioning Taco Bell inside it. When he signed with the Rams, the opportunity was impossible to ignore. The Rams' chant "Whose house? Rams house" gave the answer its shape. If SoFi Stadium was now Davante's home, the Taco Bell he'd always wanted should live inside it as well.

Strategy & Execution

The strategy was grounded in a simple truth: the right idea, in the right place, at the right time can transcend traditional sponsorship.

The Los Angeles Rams play in SoFi Stadium, one of the most technologically advanced and visually spectacular venues in the world. An active Rams gameday at SoFi is one of the highest-profile stages in sports, and the home opener gave this new partnership its biggest possible launch moment.

This was not a typical pop-up or branded booth. The goal was to make it feel like an actual house that existed inside an NFL stadium. The materials, layout, and scale were all chosen to support that illusion. The build was also designed to reward everyone who found it, with Rams and Taco Bell easter eggs woven throughout: A 1717 address, mini golf course, walk-in closet, memorabilia wall, and a fully operational Taco Bell counter. Details were layered deliberately with something for the fan walking through for the first time, and something for creators filming content to amplify the moment.

Organizations

• Los Angeles Rams

  Taco Bell

  Hollywood Park

  Deutsch LA

  Edelman

  Wasserman (The Team)

  m ss ng p eces

Links

•   Website

Featured

• Davante Adams

Credits

Kevin Demoff
President
Los Angeles Rams

Jennifer Prince
Chief Commercial Officer
Los Angeles Rams

Jason Griffiths
Senior Vice President, Partnerships
Los Angeles Rams

Kimberly Cantor
Vice President, Head of Partnership Management
Los Angeles Rams

Todd Davis
Vice President, Legal
Los Angeles Rams

Evan Drapeau
Director, Partnership Sales
Los Angeles Rams

Jayla Winston
Senior Manager, Partnership Management
Los Angeles Rams

Athena Chen
Senior Director, Commercial Marketing & Experiences
Los Angeles Rams

Tommy Mazzariello
Manager, Stadium Operations
Los Angeles Rams

Lydia Lee
Manager, Commercial Marketing & Experiences
Los Angeles Rams

Alec Spivack
Senior Director, Partnership Strategy
Los Angeles Rams

Seth Altman
Senior Manager, Partnership Development & Strategy
Los Angeles Rams

Ashley Covarrubias
Coordinator, Commercial Marketing & Experiences
Los Angeles Rams