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.