AFL retained DKC in 2003 to raise the profile of the league both on the traditional sports pages and in strategic media outlets that specialized in entertainment, lifestyle and business.

DKC utilized Commissioner David E Baker and celebrity owners include Jon Bon Jovi, John Elway and Jerry Jones to establish credibility for Arena Football as an upcoming brand of entertainment and sport.

Results over the past two seasons include: a six page ESPN The Magazine feature positioning the AFL as the fifth professional league, having Sports Illustrated columnist Rick Reilly cover Arena Bowl XVIII, Inc. magazine cover story featuring John Bon Jovi, multiple New York Times features, two Today Show appearances, three CNBC segments, two Access Hollywood hits and dozens of player profiles in AFL markets (New York, Chicago, Atlanta, etc.).