The Social Strategy.

Rather than treating social media as event promotion alone, we used content to introduce the world surrounding the activation: tennis, hospitality, personality, and community.

The campaign combined a collaborative event announcement with three personality-led videos designed to reach beyond the existing LVBL and SAUCED audiences. This helped turn a one-day gathering into a broader cultural moment that lived both online and offline.

Results.

120 RSVPs in 48 hours
The event reached its full 120-person capacity within two days of launching.

250K+ combined video views
Three campaign videos generated more than 250,000 views across the activation.

Top-performing content
The videos ranked within the top 10% of content published across both SAUCED and LVBL.

A sold-out crossover experience
The collaboration successfully brought tennis and wine audiences into the same space, demonstrating how sport can become a platform for hospitality, culture, and genuine community building.

The Impact.

SAUCED × LVBL showed that a tennis activation does not need to feel like a conventional sporting event. By combining a major cultural moment with wine, music, and an intimate social setting, we created an experience people wanted to attend—and content that reached far beyond the venue.

The result was a fully subscribed event, high-performing social content, and a repeatable model for collaborations connecting sport with culture.