On March 4, the newest and 29th Major League Soccer club, St. Louis City SC, played its sold-out home opener at the recently opened CityPark. Fans flooded downtown for the festivities, packing the streets around the stadium. There were banners and flags, face paint and soccer chants, tifos and drums, as locally organized fan groups—the St. Louligans, the St. Louis Santos, Fleur de Noise and more—marched to the stadium for the long-awaited debut of MLS in St. Louis. The celebration continued at a huge block party in the city.
St. Louis City SC gave fans what they came for, besting Charlotte FC 3-1 contributing to their 5-1 start to the season. The team currently holds the longest winning streak for a new franchise in MLS history. Brands, such as key MLS League partners Adidas, Continental Tire, Bodyarmor and Audi, took part in the festivities, which included on-field signage surrounding the pitch.
For these brands and others that have partnered with the league and its clubs, it was another manifestation of the excitement surrounding MLS, and why the league has become a premier vehicle to create lasting connections with sports fans on and off the pitch.
“There is nothing in professional sports in this country like the loyalty and passion of soccer fans and the atmosphere at matches at MLS stadiums, and brands looking for passion points to connect with consumers are recognizing that,” Sana Shuaib, senior VP of partnership marketing and partner solutions and insights for MLS, said. “You’re seeing it with our new club in St. Louis and in markets all around the U.S. Each club has its own soccer rituals and traditions that reflect the diversity of the fans and distinctive spirit of each community. At this momentous time as our league explodes in popularity and we embark on the path to the 2026 World Cup in North America, brands are looking to work with MLS to be part of the soccer revolution.”
A local connection
Community feeling is a big part of the MLS drawing card. Shuaib pointed out that nearly 90% of MLS fans identify community as a key driver of their fandom, according to a recent MRI-Simmons study.¹ And according to a YouGov Sport survey, half of MLS fans say their connection to their team feels like being part of a close-knit group or family—a higher proportion of MLS fans than fans of Major League Baseball, the National Basketball Association, the National Football League and the National Hockey League.²
With its 28th season now under way, the league is investing in world-class talent, new franchises, soccer-specific stadiums, an expanded player development infrastructure and innovative fan-oriented events like the reinvented Leagues Cup, coming in July.
“This is really the time to invest in MLS and soccer,” Shuaib said. “It’s such a global sport, with the most passionate fans, engaging storylines, incredible players representing more countries around the world than any major global sports league. In North America in particular, this is an amazing time of excitement and growth on the road to the 2026 World Cup.”
Some 26 million Americans watched the telecast of the 2022 World Cup final in December—the most-watched World Cup final in history. Soccer fandom in the U.S. was up nearly 30% year-over-year in 2022, and the soccer community expects even bigger numbers as the U.S., Mexico and Canada prepare to cohost the 2026 World Cup.
Also new in 2023: the MLS Season Pass subscription service, which is part of the league’s landmark partnership with Apple. Fans in more than 100 countries could watch the St. Louis-Charlotte match and all of the league’s games live, or replay it at their convenience.
“Our 10-year partnership with Apple is changing the landscape,” Shuaib said. “For the first time ever, you can be sitting anywhere in the world and can stream your favorite MLS team’s match. Every match is available in one place, and with no blackouts. It’s such a great proposition for the brands that have come to us, offering unparalleled reach, scale, and access.”
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