With a history of aligning the perfect anthem (ahem, ear worm?) with the perfect media property, FishBait set out in 2021 to do as much for the SEC Network. (Previous work aligned Big & Rich's Comin' to Your City with ESPN College Game Day in a match made in media heaven.)
Ascendant country artist Luke Combs released ‘South on Ya’ on July 19, 2021 with a :60 promo spot for the SEC Network to great fanfare. The song’s video earned over 2 million views and shares in Week 1, #SouthOnYa trended on multiple platforms, and the collaboration delivered $15 million in media value/exposure in just a few months.