O’Brien Marketing Strengthens the Roots with New Partnership with Athletics

For Immediate Release:


Henry Smith


(949) 258-4326

NEWPORT BEACH, Calif– Along with the restructuring of the Oakland A’s business office with the appointment of Dave Kaval as President, the A’s wanted a fresh pair of eyes on their media planning– so the team brought in O’Brien Marketing to bring a new perspective.

With news of the Golden State Warriors and Oakland Raiders departing the city, the focus of the “Rooted in Oakland” campaign is to display the Athletics loyalty to the city of Oakland by assuring their fans that they’re staying put. O’Brien and his team aided the A’s by developing an extensive and affordable media plan that provided maximum reach to the Athletics’ fan base.

The campaign consisted of an outdoor and radio buy that spread across the Bay Area to promote the “Rooted in Oakland” message to all A’s fans in the Bay Area. The outdoor creative consisted of wall murals, billboards, and transit shelters.

“For this feel-good campaign, I felt like outdoor was the way to go,” said C. Patrick O’Brien, CEO of O’Brien Marketing. “The A’s have never done an extensive outdoor campaign before and I thought this was a perfect opportunity for them to add outdoor to their mix.”

Along with the #rootedinoakland campaign, the A’s announced that they’re renaming the Coliseum Field to Ricky Henderson Field in honor of the A’s hall of famer Ricky Henderson. O’Brien and his team, utilizing their expertise in creative strategy and execution, planned and negotiated an extensive radio campaign.

This isn’t the first time that Kaval and O’Brien teamed up, O’Brien and his team worked extensively with growing the San Jose Earthquakes brand over the past five-years, including the recent KNBR-Earthquakes broadcast agreement.

“It’s been a pleasure working with Dave [Kaval] and his team over the past five-years,” said O’Brien. “He’s one of the brightest minds in sports, and when he asked me to come on and work with the A’s on this campaign– I was honored and made sure we pulled out all the stops on this campaign.”

Tickets for Opening Night and Rickey Henderson Day on July 15 versus the Cleveland Indians are on sale now at www.athletics.com, at the gate, or by calling 1-877-493-BALL (2255).

About O’Brien Marketing

O’Brien Marketing is a Southern California boutique agency specializing in the business of media buying, advertising and all types of marketing including sports, Hispanic, entertainment and event marketing. With more than 45 years of collective experience in the industry, O’Brien Marketing uses their unprecedented working knowledge of the media landscape to ensure success for their clients through their extensive market research, creative negotiation strategies, execution and implementation.