Morgan Shaw Parker, AMB Sports & Entertainment
It was a quiet team bus for the Atlanta Falcons leaving NRG Stadium after they lost to the New England Patriots in Super Bowl LI in February 2017.
But Morgan Shaw Parker was huddled with team President Steve Cannon to craft an immediate digital outreach to the team’s heartbroken boosters.
“We needed to talk to our fans,” she said. “What was really important was we needed to understand what our fans were feeling. Had we gone dark, at that time, that would have been detrimental to our fan base and we decided not to, and we decided to have a conversation with our fans.”
Shaw Parker got to work on a video that spoke to the club’s connection with Atlanta and posted it across all of the team’s social and digital media platforms later in the week. Under Shaw, the Falcons have emphasized digital storytelling, so much so the NFL holds the club up as an example for the other 31 teams.
The club won two Webby Awards in 2018 for its revamp of the Mercedes-Benz Stadium website. Originally created to sell PSLs, the site was changed to emphasize engagement with fans.
“That was not something that created loyalty,” she said of the PSL strategy for the site, “nor would it tell the story of what [team owner Arthur Blank] is building in this city.”
— Daniel Kaplan