Texas Smoke

About Texas Smoke

In 2023, Austin, Texas witnessed the historic debut of The Texas Smoke, the city’s first professional women’s fastpitch softball team. Backed by Major League Baseball All-Star and Hall of Fame nominee Brandon Phillips, and boasting talent like former University of Texas standout Janae Jefferson, the team quickly became a major force in both the sports and cultural landscape of Austin. The Texas Smoke offered not just an exciting new form of entertainment for the city – it helped reshape the conversation around women’s professional sports.

To bring this bold vision to life and build a lasting fan base, the team partnered with Zilker Media, tasking them with driving awareness, securing press, and ensuring The Texas Smoke would be a team that Austin could rally behind.

The Challenges

Launching a New Team in a Competitive Sports Market

The Texas Smoke entered a city already home to a deeply rooted sports culture, which posed the dual challenge of breaking through the noise and earning community support for a brand-new team in a lesser-known women’s league.

The PR team was tasked with:

• Creating buzz around the team’s formation and first season
• Securing earned media coverage from both local and national outlets
• Sustaining fan engagement throughout the inaugural season
• Positioning the team as a major advancement for women’s professional sports

To succeed, Zilker Media needed to craft a thoughtful strategy that not only introduced the team but also told a powerful story about opportunity, equity, and athleticism in women’s sports.

The Solution

Strategic Storytelling to Elevate Women's Professional Softball

Zilker Media’s approach focused on developing a long-term media and brand strategy that balanced launch buzz with sustained visibility throughout the season.

The campaign kicked off with a high-impact launch event on March 1, which successfully introduced The Texas Smoke to Austin’s media and community. From there, the team built a multifaceted PR strategy rooted in compelling storytelling. Zilker Media positioned The Texas Smoke not only as an exciting new sports franchise, but as a beacon of opportunity for female athletes and a catalyst for changing perceptions about women’s professional sports.

Key storytelling elements included:

• Highlighting hometown hero Janae Jefferson, leveraging her strong local fan base to draw attention and build credibility.
• Emphasizing the leadership of Brandon Phillips, showcasing a male MLB star’s commitment to investing in and elevating the women’s game.
• Framing the launch as a milestone for women’s athletics, championing equality and visibility for female athletes.

The Execution

Driving Momentum Through Strategic Media Engagement

From the team’s introduction to their championship victory, Zilker Media executed a well-coordinated PR campaign that maintained momentum across all media platforms.

• The March 1 launch event secured widespread local press coverage, establishing excitement and legitimacy ahead of the season’s start.
• The team’s season debut on June 15 was amplified through ongoing pitching efforts, drawing attention to both the game results and the growing fan base.
• Throughout the season, Zilker Media secured consistent media placements across TV, print, and digital platforms, keeping The Texas Smoke front and center in local sports discussions.
• In August, the team’s league championship victory provided the perfect culmination to a successful first season – media coverage included high-profile segments on local TV and a feature by the Associated Press.

The Results

Building a Fervent Fan Base and National Recognition

The collaboration between The Texas Smoke and Zilker Media exceeded expectations and established a foundation for long-term success.

• Media coverage was extensive and sustained, from the team’s launch to their championship win.
• The campaign elevated the profile of women’s professional sports, helping position The Texas Smoke as a key player in the movement to provide post-collegiate opportunities for female athletes.
• Zilker Media’s strategic storytelling and deep media relationships allowed the campaign to break new ground for visibility and support of women in sports.

The success of The Texas Smoke’s inaugural season was no accident – it was the result of a clear vision, a compelling mission, and a carefully executed PR campaign. By partnering with Zilker Media, the team was able to craft a launch narrative that resonated deeply with the community and media alike. The result: a championship-winning season, a loyal fan base, and a new chapter for women’s professional softball in Austin.