Brand identity · Fan engagement programming · Matchday experience design · Sponsor activations · Custom merchandise

Three years building the brand of Major League Rugby’s Miami franchise from the ground up.

Noldu’s founder, Milagros Cubelli, served as founding CMO and later CEO of Miami Sharks, leading the creative and commercial construction of the club from launch through consolidation. Across three seasons, the team built one of the most visible sports brands in Miami: a full brand identity system, matchday experience design, fan engagement programming, and a sponsorship portfolio that in the 2024–2025 season delivered the highest sponsorship revenue in the league.

On the product side, Noldu designed and produced the club’s custom merchandise across two consecutive seasons. From apparel identity to game day accessories, the collections translated the energy of the city and the culture of the team into objects fans wanted to wear and keep. As part of the fan engagement strategy, Noldu produced a limited-edition game day t-shirt embedded with NFC technology, allowing fans to tap their phone and access the winning plays of the match. A piece of merchandise that became a live connection between the team and its supporters.