Special Report August 09: Major League Soccer
Special Report August 09: Major League Soccer
Ever since the 2002 FIFA World Cup, when the United States made the quarter-finals by beating soccer heavyweights such as Portugal and Mexico, the MLS has been experiencing something of a resurgence. The MLS cup final that year, held four months after the world event, set new attendance records - and saw LA Galaxy win their first title.
Often hailed as the fastest-growing team sport in the US, the commercial value of MLS is catching up to the likes of the NFL, NBA, NHL and MLB. The league boasts wealthy investors with long-term ambitions, and though it still has a long way to go, more dollars are being generated from its fan base than ever before.
Having spoken to all 15 MLS teams, we’ve found that a lot of the same challenges are being faced across the board - challenges marketing agencies could solve.
Localized engagement
Every marketer we spoke to mentioned local outreach as one of their biggest priorities. Revenue generation is largely based on filling their stadium, and rather than competing between franchises, they collaborate on initiatives to challenge the traditional sports in their cities. In this report, decision-makers discuss how they’re interacting with their local communities – and using new media including mobile marketing, social networking and events to reach their audience.
“In Chicago, where the sporting pedigree is so high, Chicago Fire are number five behind other great sporting teams – Bulls, Bears, Cubs and Blackhawks… there are huge challenges in being recognized and spoken about in the city, let alone across America.”
Director of Marketing, Chicago Fire
Multicultural marketing
Given the sport’s popularity outside the US, franchises are looking for ways of engaging the next generation of Hispanic and African American fans.
“The biggest marketing challenge is converting first and second generation Hispanics, who are often loyal to teams back in their home countries, to support Columbus Crew.”
Director of Hispanic Development, Columbus Crew
Demographics
All teams have spoken about targeted campaigns to reach different groups of individuals. However, those being targeted can vary drastically by franchise.
“We’re not targeting the average sports fan, who’s happy with billboards. Only 0.6% of the fan base hasn’t graduated from high school.”
Director of Marketing, Real Salt Lake
“My objective is to convert players into watchers, and talk to those aged 18 to 35 - those whose sweet spot is social media.”
VP of Marketing, D.C. United
As part of our research, we’ve also spoken to the SVP of Communications at the MLS, who spoke to us about the league’s particular goals, and its measurement of TV, attendances and merchandising. Interestingly, he also talked to us about focusing PR efforts on women, and marketing spend on men.
With the league still in its relative sporting infancy in the US, opportunities for helping growth at grass roots, franchise and national levels are massive. This look at the strategies and challenges each franchise faces is the essential read for every US marketer - as always, our conversations will help you make the most targeted approach possible. Click on the links below for the full reports.
Eastern Conference
Philadelphia Union (beginning play 2010)
Western Conference