Project Overview

This sports advertising package was created to promote The New York Times’ Standalone Sports Preview Section, a premium editorial feature dedicated to in-depth sports analysis, exclusive interviews, and dynamic storytelling. Designed as a high-impact marketing tool, the package was aimed at attracting top-tier advertisers looking to connect with an engaged and informed audience.

A core element of the campaign was the use of powerful sports photography captured by The New York Times’ award-winning photojournalists, reinforcing the newspaper’s commitment to capturing real, compelling sports moments. The package positioned the Sports Preview Section as a premier advertising platform, offering brands the opportunity to align themselves with expert storytelling and high-profile sports coverage.

Creative Approach

The design was developed with energy, precision, and editorial sophistication, aligning with the tagline “Sports for the Thinking Fan.”

Key design elements included: NYT Photojournalism Showcase – The package featured stunning, high-action photography from New York Times journalists, capturing the intensity, emotion, and strategy behind every game. Color Palette – The Colors of Sports Energy – A bold mix of red, blue, and green was used to reflect the passion, movement, and energy of sports, ensuring visual dynamism throughout the package. Typography & Branding – The Neue Haas Unica typeface (Black Italic, Bold Italic, Regular) was chosen for its modern, sharp, and authoritative feel, maintaining The New York Times’ distinctive editorial identity.

Structured Layout & Hierarchy – The content was designed to guide advertisers seamlessly through the opportunities available, including: Audience insights & readership demographics, emphasizing the highly engaged NYT sports audience. Advertising formats & sponsorship packages, showcasing premium ad placements in both print and digital. Case studies & success stories, demonstrating the impact of advertising in The New York Times Sports Section.

Execution & Impact

This advertising package was strategically distributed to agencies, media buyers, and corporate sponsors, positioning The New York Times as the leading media platform for advertisers targeting sports fans. The campaign successfully: Reinforced The New York Times as the go-to source for intelligent sports journalism, aligning with the Sports for the Thinking Fan tagline. Encouraged high-profile brands to advertise in the Sports Preview Section, leveraging NYT’s strong editorial reputation and engaged readership. Presented a compelling visual and data-driven case for advertisers, making it easy to understand the value of investing in NYT sports coverage.

By integrating photojournalistic storytelling, strategic advertising insights, and high-energy sports visuals, this campaign bridged the worlds of journalism and advertising, creating compelling opportunities for brands to engage with The New York Times’ audience in a meaningful way.

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Client: The New York Times
Role: Art Director / Graphic Designer
Software Used: Adobe InDesign, Photoshop, Illustrator
Project Type: Advertising Sales & Media Kit Design
Placement: Print & Digital Distribution (Advertisers, Sponsors, Media Buyers)
Campaign Tagline: Sports for the Thinking Fan