4. SENIOR PARTNER,
CHIEF CREATIVE OFFICER
Edward O'Hara Edward O'Hara is the founding partner of SME and serves as the
company’s Chief Creative Officer. Ed manages the philosophical tone and direction of the
company and oversees SME’s branding process from strategy development to creative
direction and execution. His unparalleled expertise and vision has been the driving force
behind SME’s incredible reputation and remains the backbone of the company.
As a result of his extraordinary success in the field, Ed has become a noted expert in
brand building, appearing on ESPN’s ‘Outside The Lines’, CNN, CNNfn, MSG Network and
TimesCast. In addition, he is regularly quoted in various leading publications, including
The Wall Street Journal, The New York Times, Inc., SLAMOnline and BrandWeek. Ed was a
contributing author to Rockport Press’ Designing For Brands by Emily Potts and appears
at numerous business seminars, speaking engagements and other leading industry
EDWARD functions. Ed holds seats on the National Sports Marketing Network Executive Advisory
Board and the Queens College Business School Advisory Board.
O’HARA Ed is an active supporter of several non-profit initiatives including OSA Conservation,
Genetic Disease Foundation, America Scores, Up2Us, Hope for Heroes, the Ray Festa
Melanoma Foundation and the Parrish Art Museum in Southampton NY.
Ed is a native New Yorker and resides with his wife and 3 sons in Centerport, New York.
6. NEW YORK YANKEES
SME was named agency of record (2007-current) to develop brand strategy and tactics, positioning, identity, look and feel,
marketing, advertising, media planning, digital, sales support and presentation materials for:
• Yankee Stadium - Relocation Collateral
• Yankees Premium - Helped market the highest priced ticket inventory in the history of the world, during the worst
economic decline since the Great Depression. Sold 88% of $100M of inventory in first year.
• Yankee Stadium Events – Branded and marketed 100,00 square feet of new, premium non-baseball event business.
PAC-10
The Pac-10 Conference partnered with SME (2009) to develop a refreshed and unique positioning and brand strategy
in advance of entering into negotiations for the richest broadcast media rights request In college sports history – over
$205M per year.
7. CHURCHILL DOWNS
Churchill Downs contracted SME (2008-2014) to develop an evergreen brand identity for its most renowned properties -
Kentucky Derby and Kentucky Oaks - and help evolve them into the lifestyle space. The new look and feel for ‘The Most
Exciting Two Minutes in Sports’ has been extended to all ensuing events, as well as the Kentucky Derby Party, Road to the
Roses, Taste of Derby and Derby Nation sub-brands.
FLORIDA MARLINS
The Florida Marlins selected SME to help rebrand the team with a new logo, colors and uniform to debut at the New
Marlins Ballpark for the 2012 Major League Baseball Season. The team will be renamed the Miami Marlins and seek
to honor it’s new home in one of the world greatest, most diverse cities – all in a state of the art new venue – Marlins
Ballpark. SME is also agency of record for all season ticket sales and marketing for the new venue.
8. DETROIT PISTONS
Palace Sports and Entertainment partnered with SME to create a new culture of success on and off the court and
revitalize their premier sports brand property – the Detroit Pistons. EVERY NIGHT became the long term rallying cry
for the franchise and symbolized the deep connection this team has to its “Bad Boys” roots and the hard work ethic it
suggests – very appealing to blue collar Detroitans.
• Increased franchise value 102% from $236M – $488M within first three years
• 56% increase in attendance first year
• Sold out since 2005
• Won the NBA Championship in 2004
• Six consecutive Eastern Conference Finals
• Sponsorship Sales Increased 200%
• Won BrandWeek’s ‘Marketers of the Year’ Award in 2001
ADIDAS
SME was contracted to create commercial merchandise collections for their 2006 FIFA World Cup Germany license.
Three collections were created – The Beautiful Game, Nations at Play and Championships of the Heart. The collections
became the highest grossing licensing program in FIFA World Cup history - $225M in T-Shirts sales alone.
9. AEG
SME helped usher in the Beckham Era in Major League Soccer, re-branding the LA Galaxy to suit its new star power.
Working in collaboration with AEG senior management, adidas and MLS, SME developed an iconic yet timeless emblem
that embraced the world’s game and prepared the LA Galaxy and MLS for the single biggest moment in the history of
North American soccer.
LPGA
As the LPGA continued to grow and compete on the world stage for fans, partners, sponsors and media attention, a
dynamic visual identity was required to better express brand direction. The LPGA partnered with SME to develop a
refreshing new logo program, aimed at conveying the power, energy, diversity and global reach of the LPGA and its
member golfers.
10. NATIONAL HOCKEY LEAGUE
SME repositioned and re-branded the NHL during the labor stoppage - leading to a clear definition of the brand, a
new brand identity and positioning – Celebrate the Quest, renewed relevance and put the league on its current path
of success. NOTE: SME worked with 20 of 30 NHL franchises to reposition, define or refresh their brands and brand
identities, licensing programs, and developed season ticket / sponsorship sales and marketing campaigns.
MAJOR LEAGUE SOCCER
Seeking to become the next great league in the world, Major League Soccer partnered with SME to develop a strategic
branding and communications platform that positioned the league as a global entity and unified all MLS stakeholders –
teams, fans, partners and players – under one brand. SME delivered Football. Fútbol. Soccer. MLS, a campaign appealing
to the sport’s multicultural draw and MLS’s emerging global relevance.
11. UNIVERSITY OF LOUISVILLE
The University of Louisville hired SME for a comprehensive analysis of their brand – research, definition, identity and
engagement – to better stand apart in a fiercely growing atmosphere of competition in higher education.
DOLPHINS ENTERPRISES
Dolphins Enterprises partnered with SME to strategically redefine their core assets – Dolphins Stadium and the Miami
Dolphins in advance of a $300M Club Level upgrade.
IMG
SME's partnership with IMG resulted in company globalization. Sports licensing programs were delivered in China, South
Korea, Australia and Japan.
12. COLLEGIATE LICENSING COMPANY
SME's exclusive, contracted relationship (1995-2001) with the CLC resulted in a fundamental and permanent shift in
collegiate athletics branding. SME served over 110 Division1 schools during the contract period.
UNITED STATES OLYMPIC COMMITTEE
The USOC partnered with SME after the Salt Lake 2002 Winter Olympics to study the US Olympic Brand and develop a
long term positioning, brand architecture and look and feel. Inspiring American Spirit became the single idea around
which the brand wads built internally and externally.
13. OUR CLIENTS
adidas Dale Earnhardt Inc. Liberty League Professional Rodeo Cowboy Association University of Florida
AEG Dale Earnhardt Jr. Licensing Partners International Purdue University University of Georgia
Akebono Dara Torres Los Angeles Avengers Queens College University of Kentucky
Alan Taylor Communications Dartmouth College LA Galaxy Quinnipiac University University of Louisville
Amateur Softball Association David Beckham Los Angeles Kings Qwest Communications University of Maryland
America SCORES Daytona 500 Los Angeles Sparks Rice University University of Nebraska
Anheuser-Busch Denver Nuggets LPGA Rutgers University University of New Hampshire
Anna Kournikova DePaul University Magna Consumer Products Rutgers University - Camden University of New Mexico
Appalachian State University Detroit Fury Magna Entertainment Rutgers University - Newark University of North Carolina
Arena Football League Detroit Pistons Magna International Sacramento Monarchs University of North Texas
Asahi Beer Detroit Shock Major Indoor Soccer League Sacred Heart University University of Oakland
The Aspire Group Dolphins Enterprises Major League Lacrosse San Jose State University University of Oklahoma
Atlanta Hawks East Carolina University Major League Soccer San Jose Stealth University of Pennsylvania
Atlanta Thrashers ECAC Hockey League Marvel Comics Schering-Plough University of San Diego
Auburn University Elon College Massachusetts Institute of Technology SCP Worldwide University of Tennessee
Australian Football League Evander Holyfield Miami Dolphins Seattle Seahawks University of Texas
Bakersfield Blitz FedEx Orange Bowl Miami University Seattle University University of Western Michigan
Baltimore Bayhawks FIFA Mighty Ducks of Anaheim SeatSmart.com University of Wyoming
Baylor University Florida International University Minnesota Wild SFX Entertainment UNLV
Binghamton University Florida Panthers Mount St. Mary’s University Soccer United Marketing (SUM) US Bowling Congress
Blue Equity Genetic Disease Foundation NASCAR Sonoma State University US Grand Prix
Blue Equity Sports Television (BEST) Genuity National Basketball Association Southeast Conference US Lacrosse
Bowling Proprietors Association of George Washington University National Basketball League - Australia Southeastern Oklahoma State University US Military Academy
America (BPAA) Georgetown University National Football League Southwestern Louisiana University US Naval Academy
Boston Cannons Georgia Southern University National Hockey League Sports Marketing Japan (SMJ) US Open Bowling Championships
Boston College Gillett Evernham Motorsports National Hot Rod Association Springfield College US Sailing
Boundless Yachts Golden Boy Enterprises National Sports Marketing Network St. Bonaventure University USA Baseball
The Boys Club of New York Golden State Warriors NCAA St. John’s University USA Softball
Brand Asset Valuator The Goldwater Group New Jersey Devils Stevens Institute of Technology USA Hockey
Brickyard 400 Grand Rapids Rampage New Jersey Nets Stony Brook University USA Racquetball
Brigham Young University Greater Seattle Champions Classic New Jersey Pride Sunshine Millions USA Roller Sports
Cal State University - Northridge Grit Rock Ventures NYC 2004 Host Committee Tampa Bay Lightning USA Swimming
Calgary Flames Hamilton Group Hokkaido Nippon-Ham Fighters Taylor United States Tennis Association
California Cougars HSBC Nokia Sugar Bowl Temple University Utah Jazz
Cadbury Schweppes IMG North Carolina Central University Texas Tech University Utah State University
Cameron University Indiana University of Pennsylvania North Carolina State University Time Warner UTEP
Canadian Football League Indianapolis 500 Oakland Athletics Topps, Inc. Verizon Amphitheater
Carnegie Mellon University Indianapolis Motor Speedway Oklahoma State University Toronto Argonauts Villanova University
Chicago Rush Iowa State University Orlando Magic Toronto Maple Leafs Washington Capitals
Chinese Football League IUPUI Orlando Miracle Toronto Raptors Washington Mystics
Churchill Downs Incorporated Jacksonville Jaguars Ottawa Senators Hockey Club Tulane University Washington Wizards
Classic Sports Network Kansas City Wizards Outward Bound Turner Sports Wasserman Media Group
Clear Channel Entertainment Kasey Kahne Racing Pacific-10 Conference UCAA Wayne State University
Cleveland Rockers Kentucky Derby Palace Sports & Entertainment United States Olympic Committee (USOC) Wells Fargo
The Coca-Cola Company Kentucky Oaks Papa John’s Stadium University of Alabama West Virginia University
The Colgate/Palmolive Company Korean Professional Football League Pari-Mutuel Live Racing Games University of Alabama at Birmingham Women’s National Basketball
Collegiate Licensing Company Kraft General Foods The Palace at Auburn Hills University of Arizona Association
Colorado Rapids Kroenke Sports Enterprises Penn State University University of California - Davis Wright State University
Columbus Blue Jackets Las Vegas Gladiators PGA Championship University of California - Riverside WTA Tour
Columbus Destroyers Lasell College Athletics Phillips Arena University of Connecticut Xcel Energy Center
Conference USA Lehigh University Professional Bull Riders (PBR) University of Evansville Young & Rubicam
14. W W W. S MEBRANDING.COM
SME, Inc. 212 West 35th Street, 14th Floor New York, NY 10001 www.smebranding.com O:212.924.5700 F:212.924.1941
