Jai Alai
The World Jai-Alai League (WJAL) is bringing the legendary sport of jai-alai back to the forefront of global attention, starting right here in the Miami area.
About the World Jai-Alai League
The World Jai-Alai League (WJAL) is on a mission to bring the legendary sport of jai-alai back to the forefront of global attention — starting right here in the Miami area. Their goal is to reclaim the excitement and passion that once made jai-alai a powerhouse at local, regional, national, and international levels, and introduce it to an entirely new generation of fans.
The Challenge
Establishing credibility and building visibility is always a challenge with any new venture — and reviving a sport that has been largely absent from mainstream culture adds another layer of complexity. WJAL's teams were solely focused on developing local operations in Miami, recruiting athletes, and fine-tuning their game plan. Growing a fanbase wasn't their expertise. They needed a way to reach new audiences and drive live attendance. Their short-term goal was clear: increase weekly attendance at Friday night matches by at least 300 people to generate revenue and momentum.
What They Were Up Against
Before working with us, WJAL struggled to compete with other sports and entertainment options for primetime Friday night attention. They needed to engage and convert potential sports wagering fans into loyal long-term followers, build online visibility through dynamic social media, showcase the sport in its best light to give it a genuine fresh start, and gain traction with domestic and international audiences who had little or no familiarity with jai-alai.
Our Solutions
The Heyday team analyzed the full landscape and developed a comprehensive, multi-channel strategy built for both local buzz and national reach. We ran paid media campaigns across Google, Facebook, Instagram, and TikTok. We built and managed an influencer program with over 35 unique Miami-based sports, jai-alai, and entertainment influencers. And we launched a guerilla marketing strategy that included earned placements in regional and national press — TV networks like El Show de la Noche and publications including Thrillist, the New York Times, and Miami's Community News. The result was a buzz around jai-alai that Miami had never seen before.
"You can't do this anywhere else in Miami."
"Spectators will be able to eat, drink, and have a nice time. Park for free, come in for free — you can't do this anywhere else in Miami. We may even throw in some live music later in the season. Stay tuned." — Scott Savin, COO, World Jai-Alai League
Results
With all campaigns running simultaneously, Miami-Dade County was buzzing about jai-alai. The stands filled with a noticeably younger, more family-oriented crowd than past seasons. Social media impressions surpassed 25 million. Year-over-year attendance grew by 85%. And 40% of Friday night matches hit maximum seating capacity — a benchmark that had never been reached in the WJAL's inaugural campaign. Jai-alai is back, and it's back at its Heyday.
Frequently Asked Questions
Heyday built a multi-channel strategy designed to both educate and excite a new generation of Miami sports fans. We focused on the unique "you can't do this anywhere else in Miami" positioning — free parking, free entry, great atmosphere — and distributed that message through social media, community pages, PR, and event marketing. Combined with content marketing that explained the sport's rules and history, we turned unfamiliarity from a barrier into a selling point.
Heyday managed WJAL's social media with a content strategy built around match highlights, player personalities, behind-the-scenes content, and the electric atmosphere of live events. By consistently publishing engaging video content and leveraging Miami's strong sports community following, we generated 25 million social media impressions and built a loyal following that translated directly into 85% year-over-year attendance growth.
The most effective approach for sports and entertainment brands is to make the experience the marketing. Content that captures the atmosphere, the crowd energy, and unique things fans can only do at your venue — combined with strategic event marketing, community partnerships, and influencer activations — creates FOMO that drives ticket sales. For jai-alai, showcasing the free-entry, food-and-drink, live-sport experience on video was more persuasive than any traditional ad.
The World Jai-Alai League achieved 25 million social media impressions, an 85% year-over-year attendance increase, and 40% of matches at maximum capacity — a dramatic turnaround for a sport reintroducing itself to a modern Miami audience. These results were driven by Heyday's brand strategy, social media management, content marketing, PR, and event marketing working simultaneously under a cohesive campaign.
