The Phillips 66 family of brands has been no stranger to sports marketing. The oil & gas corporation focuses their brands on geographic segments of the country and 76 is the iconic brand on the west coast. In 2015, 76 engaged PSP to take a deep focus on the Hispanic demographic in LA, resulting in a unique partnership with the LA Galaxy. With a large Hispanic fan base, team sponsors were not speaking directly to the demographic. Quickly, 76 was able to cut thru the clutter and grab attention with in-language marketing. Additionally, PSP has engaged Galaxy ownership, AEG, for unique programs now nominated for MLS awards.