The Winning Strategy: Athens Rock Lobsters Aligns Itself with Ghost Brands

Athens Rock Lobsters and Ghost Brands: A Winning Partnership in Branding, Marketing, and Advertising

Athens, GA – As the Athens Rock Lobsters make waves in their inaugural season in the Federal Prospects Hockey League (FPHL), one of the key forces behind their rapid success is the strategic partnership with Ghost Brands, the team’s official marketing, advertising, and branding agency of record. This affiliation has played a crucial role in shaping the identity of professional hockey in Athens, ensuring that the Rock Lobsters' presence is felt both on and off the ice.

Laying the Foundation: Ghost Brands’ Early Role

Before the Athens Rock Lobsters had a logo, a jersey, or even a fully assembled front office, Ghost Brands was already at work developing the blueprint for the team’s marketing and branding strategy. Britton Briley, owner and president of Ghost Brands, was the second person hired in the organization after team president Scott Hull, tasked with leading the charge in market research, branding, and strategy execution.

“From the very beginning, we knew we needed a partner that could build a professional hockey brand from the ground up while also connecting with the heart of Athens,” said Scott Hull, president of the Athens Rock Lobsters. “Ghost Brands has been instrumental in ensuring our branding, marketing, and advertising efforts are not only professional but also deeply rooted in the culture of this city.”

Briley and his team at Ghost Brands meticulously researched the Athens market to craft an identity that resonated with the local community. From the team’s name selection and logo design to the development of fan engagement initiatives, Ghost Brands laid the groundwork for what has now become an undeniable cultural phenomenon.

Building a Hockey Culture in Athens

With the launch of the Athens Rock Lobsters in 2024, the team needed more than just a name—they needed a brand that would be instantly recognizable and a marketing strategy that would engage fans from day one. Ghost Brands delivered by helping to create Crustacean Nation, a passionate fan base that has embraced the #ClawsUp motto as a rallying cry.

Their expertise extended beyond traditional branding, diving into ticket sales strategies, community outreach, and sponsorship alignments that have set the team up for long-term success. Through graphic design, social media campaigns, content production, and digital marketing efforts, Ghost Brands has ensured that the Rock Lobsters remain a dominant force in the Athens sports scene.

Ghost Brands: The Agency of Record for the Rock Lobsters

Now that the team has an internal marketing staff in place, Ghost Brands has seamlessly transitioned into its intended role as the agency of record. While the Rock Lobsters now have an in-house team handling day-to-day operations, Ghost Brands remains at the helm of the team’s broader marketing, branding, and advertising efforts.

“Ghost Brands has been there from the start, and they continue to be an integral part of our success,” Hull added. “Their expertise in promoting theme nights, securing media buys, and handling content creation—including photography, videography, and graphic design—has allowed us to stay ahead in our inaugural season.”

From creating engaging promotional campaigns for special events to ensuring the team’s identity remains strong across all platforms, Ghost Brands continues to push the Athens Rock Lobsters forward in brand awareness, fan engagement, and sponsorship opportunities.

Looking Ahead to 2025-26 and Beyond

As the Athens Rock Lobsters set their sights on the 2025-26 season and beyond, their partnership with Ghost Brands remains a critical component of their continued success. Both organizations look forward to evolving their strategies, growing the fan base, and further cementing professional hockey in Athens. With a strong foundation and a shared vision for the future, the collaboration between Ghost Brands and the Rock Lobsters is set to elevate the team’s impact both on and off the ice.

About the Athens Rock Lobsters

The Athens Rock Lobsters are a professional ice hockey team based in Athens, Georgia, competing in the Federal Prospects Hockey League (FPHL). Founded in 2024, the team plays its home games at Akins Ford Arena, delivering high-energy hockey and an electrifying fan experience to the Classic City. Inspired by Athens' rich musical heritage, the Rock Lobsters pay tribute to the legendary band The B-52s with their unique name, creating a one-of-a-kind identity that blends sports and culture. With a dedicated fan base known as Crustacean Nation and the rallying cry #ClawsUp, the team continues to grow its presence in Athens and beyond. For tickets, schedules, and the latest team news, visit www.RockLobstersHockey.com.

About Ghost Brands

Ghost Brands is a full-service branding, marketing, and advertising agency specializing in helping sports organizations, businesses, and brands create a powerful identity and strategic presence. With expertise in branding, media buying, digital marketing, photography/videography, and creative design, Ghost Brands provides the tools and strategies necessary for success. As the agency of record for the Athens Rock Lobsters, Ghost Brands continues to play a vital role in the team’s long-term marketing and brand development. For more information, visit www.GhostBrands.com.