CBG Creators Find Your Fit

Our work

Real work. A wider perspective.

Every project is labeled with the role we played, so you know exactly what you're looking at.

Projects

  • Davido courtside at Madison Square Garden holding a Knicks jersey with his name
    Courtside at the Garden, 2024
  • Davido on the Madison Square Garden court with Knicks players OG Anunoby and Precious Achiuwa
    With OG Anunoby and Precious Achiuwa, 2024
  • Davido holding a custom New York Liberty jersey on a Brooklyn basketball court
    A custom New York Liberty jersey, 2025
  • Davido with Knicks guard Frank Ntilikina at Madison Square Garden
    With Frank Ntilikina, 2019
  • Davido with J. Cole and Trey Songz at Madison Square Garden
    With J. Cole and Trey Songz at the Garden, 2019
  • Davido cheering courtside at a Knicks game
    Courtside at the Garden, 2019

Creator-side cultural collaborations 2019–2025

Davido × NBA

New York Knicks, New York Liberty & NBA

Developed multi-year content marketing collaborations connecting Davido with the NBA, New York Knicks, and New York Liberty. Activations spanned player integrations, collaborative social content, on-court productions, NBA headquarters programming, and playoff promotions designed to connect basketball and music audiences.

  • Cultural partnerships
  • Content marketing
  • Audience development
  • The Joe Budden Podcast hosts recording on set
    The Joe Budden Podcast

Creator-side partnership strategy 2023–2025

The Joe Budden Podcast

Developed commercial partnership strategy, sponsor-facing pitch materials, integration concepts, and pricing frameworks to package monetization opportunities and support the podcast's brand partnership development.

  • Partnership strategy
  • Sponsorship packaging
  • Pitch development
  • DraftKings NBA playoffs offer creative featuring Kevin Hart
    DraftKings campaign

Brand-side, at DraftKings 2023–2024

Kevin Hart × DraftKings

Developed creative concepts and partnership activation workflows spanning broadcast, digital, out-of-home, social, and in-app channels. Integrations combined cultural brand storytelling with customer acquisition and engagement objectives.

  • Creative development
  • Integrated marketing
  • Acquisition campaigns
  • JJ Redick spinning a basketball in front of the DraftKings logo during a content shoot
    JJ Redick content shoot
  • JJ Redick's Game 3 picks shown inside the DraftKings app
    His picks inside the app, 2023 NBA Finals

Brand-side, at DraftKings 2023–2024

JJ Redick × DraftKings

Developed content briefs and coordinated partnership activations across television, radio, podcasts, social media, out-of-home, and in-app placements, supporting brand visibility, customer acquisition, and engagement.

  • Content strategy
  • Cross-channel integration
  • Partnership activation
  • The Battle of Jollof logo painted at center court, with Ghana and Nigeria flags on the wall
    Battle of Jollof, center court
  • A packed crowd surrounding the court during a Battle of Jollof game
    Carey Gabay Recreation Center
  • A player in a green jersey showing off a championship ring
    The championship ring
  • A performer rapping into a microphone on the court
    Live performance
  • A fan in a red knit hat celebrating on the court
  • Two guests in streetwear seated courtside
    Courtside
  • A guest courtside holding a Battle of Jollof cocktail cup
  • A smiling guest courtside holding a Battle of Jollof cocktail cup

Talent & cultural strategy 2025–2026

Battle of Jollof

Developed talent sourcing and outreach strategies targeting creators, VIPs, cultural tastemakers, and industry leaders. Managed prospect lists and supported content integrations involving event partners including Crown Royal, Wingstop, and Andscape.

  • Talent strategy
  • Influencer outreach
  • Partner integration

DraftKings projects reflect work completed while employed at DraftKings, prior to CBG Creators. These partnerships were not represented or brokered by CBG.

Want the details behind a project?

Ask. Idia is happy to walk you through what we did, how it came together and what it could look like for you.

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Industry inspiration

Public deals we study and teach from.

None of these are CBG projects. They're public examples of creators going beyond the brand deal, each linked to its source.

  • Partnership, 2020

    Travis Scott × McDonald's

    A meal built on the artist's usual order, plus creative and crew merch. McDonald's said it was the first celebrity name on its menu since 1992.

    Source, McDonald's

  • Product and equity, 2024

    Marques Brownlee × Ridge

    He joined as an executive board member, equity investor and Chief Creative Partner, building on a relationship that began in 2020.

    Source, Business Wire

  • Product ownership, 2020 to 2021

    Jackie Aina's FORVR Mood

    After beauty collabs with other brands, she launched her own self-funded lifestyle brand, then took it into Sephora.

    Source, Glossy

  • Platform, since 2021

    Earn Your Leisure × Ally

    Ally backed EYL's live platforms, sponsoring Earn Your Masters at SXSW and powering the Market Mondays world tour.

    Source, Essence

  • Pitching, 2019 to 2024

    Lady London

    Her first campaign with a brand paid $1,500. The same company later came back with a partnership worth over $60,000. She credits research, outreach and a one-sheet.

    Source, AfroTech