The New England Patriots content team was recognized at the 2024 Hashtag Sports Awards this week, earning Best Short-Form Video for their NFL schedule release piece, Good Jules Hunting. The video, a playful homage to the Boston-set film Good Will Hunting, featured Super Bowl champions and Patriots legends Julian Edelman and Rob Gronkowski in a uniquely local take on the annual league tradition.
The Hashtag Sports Awards, held annually in New York City, celebrate excellence in fan engagement across the sports, media, and entertainment industries. Organized by the Engagement Academy of Sports Entertainment, the awards spotlight work that pushes creative boundaries and connects with modern audiences in meaningful ways. With over 60 categories spanning content, design, marketing, and innovation, the competition draws entries from top brands, leagues, and creators around the world.
Good Jules Hunting stood out for its blend of humor, nostalgia, and regional flair. Edelman starred as "Jules Hunting," a janitor at Gillette Stadium who deciphers the 2024 schedule, while Gronkowski brought his signature energy to a supporting role. The video also featured cameos from Ernie Adams, Robert Kraft and a collection of current and former players, adding authenticity and inside jokes for longtime fans.
Accepting the award on behalf of the entire Patriots content team were director/co-writer Junhee Chung, co-writer Alexandra Francisco, and art director Veronica Behonick, whose creative leadership helped bring the concept to life. Their work resonated not just with Patriots fans but with a broader audience that appreciated the storytelling and production value.
The recognition from Hashtag Sports underscores the evolving role of content in sports media, where creativity, cultural relevance, and fan connection are becoming just as important as the final score.
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