To help spread the message of how important the oil and gas industry is to the state of Oklahoma, we forged official partnerships with a variety of “homegrown” sports properties including the Oklahoma City Thunder, University of Oklahoma, Oklahoma State University, Tulsa Drillers, Oklahoma City Dodgers, the OSSAA (governing body of high school athletics in Oklahoma) as well as gritty, blue-collar events including Monster Jam, Professional Bull Riding, Chili Bowl motorsports races, and various local rodeos. We focused our activation efforts for these events around education and executed a variety of math- and science-related promotions to recognize and honor top-performing students and teachers.