We Love It Here: Fall Anthem

In the Southeastern Conference (SEC), passion for sports isn’t confined to a season. It’s woven into the rhythms, rituals, and traditions that shape everyday life, no matter the time of year. SEC Network brings that passion home to fans, making everything SEC feel like a part of everyday life.

Today, through the ESPN app, SEC Network and SEC Network+ are now more accessible than ever, bringing the SEC closer to fans wherever and whenever they want to experience it.

To celebrate this passion for sports, connect existing fans, and introduce the next generation to the fandom, the network is launching its SEC Network ‘26-‘27 Brand Campaign.

Developed with Atlanta-based creative agency Dagger, the campaign builds upon SEC Network’s preexisting “We Love It Here” brand platform.

The 30-second hero film, “We Love It Here: Fall Anthem,” opens with a view of Georgia’s iconic Sanford Stadium, packed with fans on game day. From there, the spot moves through defining moments and exciting highlights from the SEC, from Oklahoma football players emerging from the tunnel to Texas’ women's basketball team celebrating a win to an impassioned pep talk from Florida legend and SEC Network football analyst Tim Tebow.

The montage weaves together broadcast footage, electric moments on the field and court, and fans in the stands, alongside other iconic imagery that highlights the magic of the SEC. Throughout, the voiceover celebrates all the reasons fans love SEC Network, building to the brand’s signature tagline: “We love it here.”

This campaign marks the first to stem from SEC Network’s collaboration with its newly appointed lead strategic creative agency, Dagger– a collaboration that reflects the agency’s ascent as one of the most in-demand creative players in sports, following a decade of high-profile work in the college sports space.

That trajectory includes six years as AOR for Aflac, where Dagger led all creative for the insurance provider’s college football and basketball work, architecting some of the sport’s most visible campaigns, featuring icons from Nick Saban and Deion Sanders to Coach K and Dawn Staley. That work put Dagger on ESPN’s radar, paving the way for this new collaboration with one of the most prestigious and selective brands in sports and entertainment.

Now live, the SEC Network campaign will run across TV, OTT, and the brand’s visual design system, including elements for social, digital, in-stadium, and OOH.