Transcript of Score Together: Partnerships Rallying As One
- 1. PARTNERSHIPS ALLISON KELLY VP, PARTNERSHIP MARKETING MAJOR
LEAGUE SOCCER
- 2. 2015 Major League Soccer Confidential &
Proprietary2
- 3. MAJOR LEAGUE SOCCER AT 20 2015 Major League Soccer
Confidential & Proprietary3
- 4. WHAT GUIDES US 2015 Major League Soccer Confidential &
Proprietary4 Vision To Be One of the Top Leagues in the World by
2022 as defined by the: Quality of our Play Passion of our Fans
Relevance of our Clubs Value of our Enterprise Mission We will
inspire North American soccer fans and players to make MLS their
league of choice.
- 5. FAN INSIGHTS & SEGMENTATION 2015 Major League Soccer
Confidential & Proprietary5
- 6. FAN FACTS 2015 Major League Soccer Confidential &
Proprietary6 The Fan Base For The New America 80M soccer fans in
North America Since 2006, the Soccer fan base has grown 65%, faster
than any other sport MLS has the Youngest average age of any other
property (33 years old) MLS indexes higher for Millennials (32%+)
and Hispanics (97%+) over the national average, higher than any
other property MLS fans are digitally-minded, educated, urban,
professional & higher income.
- 7. MillennialsYouth Hispanic Understanding the MLS Fan
- 8. Source: Scarborough 2015.8 MILLENNIALS HOUSEHOLDS WITH ONE
OR MORE CHILDREN HISPANIC 164 185 76 89 113 64 127 121 94 91 108
104 125 131 98 94 108 98 MLS AND U.S. SOCCER FANS ARE MILLENNIALS,
HISPANICS, AND FAMILES
- 9. YOUNGEST FAN BASE 2015 Major League Soccer Confidential
& Proprietary9 MLS FANS 41.3 43.9 38.0 43.1 40.2 46.0 34.5 38.5
34.0 42.1 30.9 34.9 39.5 44.2 37.5 43.8 95 96 97 98 99 00 01 02 03
04 05 06 07 08 09 10 11 12 13 14 Average age of fans US Pop NBA
College FB College BB NFL NHL MLS MLB
- 10. Source: Major League Soccer 2014. TOTAL ANNUAL ATTENDANCE
VS. 2003 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 200% 2003 2004
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 MLS ATTENDANCE
CONTINUES TO GROW 10
- 11. 11Source: ESPN 2014. AVERAGE ATTENDANCE 2008 2013/14 CHANGE
MLS 16,460 19,111 +14% NHL 17,476 17,587 +1% NFL 68,245 68,347 0%
NBA 17,394 17,407 0% MLB 32,528 30,437 -7% AVERAGE ATTENDANCE
HIGHER THAN NBA & NHL
- 12. Source: Scarborough 2014. Represents MLS fans, 18+. 36% ARE
NOT NFL FANS 52% ARE NOT MLB FANS 57% ARE NOT NBA FANS 73% ARE NOT
NHL FANS SOCCER FANS ARE UNIQUE 12
- 13. MLS FANS CONSUME SPORTS ONLINE 13 260 212 205 199 168 156
151 120 MLS NBA NHL College Bball College Football MLB NFL NASCAR
Online Sports Viewing Index Source: Scarborough Research
- 14. MLS FANS ARE ACTIVE ON SOCIAL MEDIA 14 121 113 107 102 101
97 96 95 MLS NBA NHL NFL NASCAR College Football College Bball MLB
Social Media Index Source: Scarborough Research
- 15. THE MLS DIFFERENCE
- 16. STADIUM ENVIRONMENT
- 17. 17 SUPPORTER CULTURE
- 18. ACCESS TO A LOCAL CLUB
- 19. 19 INDIE & EDGY
- 20. 20 AUTHENTIC & UNIFYING
- 21. 21 PROGRESSIVE & INNOVATIVE
- 22. WHAT WE CAN DELIVER
- 23. MLS IN 2015 2015 Major League Soccer Confidential &
Proprietary23
- 24. MLS POISED FOR BREAKOUT SEASON 24 New brand News clubs New
players New events New media partnerships 24
- 25. Reflects soccer in a new North America Embodies our
guideposts: Club, Country & Community A system that adapts and
reacts
- 26. 2626
- 27. Houston Vancouver Montreal Toronto Dallas Portland Seattle
Denver Kansas City Salt Lake City Chicago San Jose Los Angeles
Columbus Washington D.C. New York Boston Philadelphia Miami Atlanta
Minneapolis St. Louis San Antonio Orlando Possible MLS expansion 24
CLUBS IN 20 MARKETS IN 2020
- 28. 29 136M 18M 40M 10M 6M 450K Source: MLS Global Reach 2015.
Bubbled number dictate calculated household reach from each media
source by region INTERNATIONAL REACH MLS matches are broadcast live
in over 125 countries, reaching +200M households each week
- 29. 2015 Major League Soccer Confidential & Proprietary30
LAUNCH OF A NEW CLUB: ORLANDO CITY SC
- 30. 2015 Major League Soccer Confidential & Proprietary31
LAUNCH OF NEW CLUB: NEW YORK CITY FC
- 31. OPENING OF A NEW STADIUM: AVAYA STADIUM 2015 Major League
Soccer Confidential & Proprietary32
- 32. EXPANSION: LOS ANGELES JOINS MLS 2015 Major League Soccer
Confidential & Proprietary33
- 33. EXPANSION: ATLANTA JOINS MLS 2015 Major League Soccer
Confidential & Proprietary34
- 34. EXPANSION: MINNESOTA JOINS MLS 2015 Major League Soccer
Confidential & Proprietary35
- 35. NEW STADIUM ANNOUNCEMENT: DC UNITED 2015 Major League
Soccer Confidential & Proprietary36
- 36. 37 BIG EVENTS & MAJOR PLATFORMS MARCH TO SOCCER MLS
RIVALRY WEEK PRESENTED AT&T MLS ALL-STAR GAME DECISION DAY AUDI
PRESENTS MLS CUP PLAYOFFS MARCH JUNE & AUGUST JULY OCTOBER
NOVEMBER & DECEMBER
- 37. LANDMARK 8-YEAR MEDIA PARTNERSHIPS 2015 Major League Soccer
Confidential & Proprietary38 2015 - 2022
- 38. NEW, CONSISTENT BROADCAST SCHEDULE 2015 Major League Soccer
Confidential & Proprietary39
- 39. English: NationalSpanish: National Local Telecasts 5 PM 7
PM 6 PM 8 PM 9 PM 10 PM 11 PM FRIDAY SATURDAY SUNDAY OR 12 AM MLS
GAME OF THE WEEK A NEW SCHEDULE BUILT TO DELIVER DESITNATION
VIEWING AND DEDICATED PROMOTION MLS GAME OF THE WEEK MLS GAME OF
THE WEEK OTHER MLS GAMES LOCAL NETWORKS & MLS GAME OF THE WEEK
40
- 40. MLS UNSTOPPABLE 2015 Major League Soccer Confidential &
Proprietary41
- 41. PARTNERSHIPS 2015 Major League Soccer Confidential &
Proprietary42
- 42. MLS CORPORATE PARTNERS 43
- 43. UNDERSTAND Partner OBJECTIVES PLATFORMS DEVELOP AUTHENTICIT
Y MEDIA ELEVATE VISIBILITY Create ACTIVATION Framework that drives
Partner OBJECTIVES ON-SITE CREATE CONNECTION S CONTENT FEATURE
CAPABILITIES CLUBS TARGET KEY MARKETS CREATING CUSTOMIZED
ACTIVATIONS
- 44. Activations MUST be: AUTHENTIC. Connects Partner with
target audience OWNABLE. Position that exists through on-site,
digital, and broadcast TIMELY. Supports a timeline that builds up
to marquee Partner events SUSTAINABLE. Platform that quickly builds
sustainable authentic brand equity CREATING CUSTOMIZED
ACTIVATIONS
- 45. 46 MLS NOTABLE PATNERSHIP S Objective: Establish Audi as
the automaker of choice for the growing audience of next generation
soccer fans in America Partnership Components: MLS Cup Playoffs
Presented by Audi, media extension, custom content Objective:
Establish Advocare as the premier performance nutrition/isotonic
beverage provider of MLS, elevating Advocare to become the brand of
choice for soccer players nationwide Partnership Components: MLS
Preseason Presented by Advocare, sideline product integration, club
partnerships Objective: Align Heineken with the growing MLS fan
base through platform which leverages MLS unique in-stadium
experience Partnership Component: Rivalry Week Presented by
Heineken, club partnerships, media, MLS/Heineken co-branded
materials
- 46. 47 STEP 1 European Football STEP 2 MLS LEAGUE SPONSOR STEP
3 DRIVE AWARNESS CONNECT WITH MILLENIAL SOCCER FNAS Longtime
partner of football in Europe with ownership stakes in several
teams Audi Cup and Audi Football Summit Establish Audi as an
authentic player in the development of Soccer in the U.S. Create
ownership platform within MLS Cup and Playoffs Drive awareness
through ATL, Social and Digital with Millennial Soccer fans
GOOOOALS Program CASE STUDY: AUDI
- 47. AUDI TV SPOT 2015 Major League Soccer Confidential &
Proprietary48
- 48. 49 STEP 1 F.C. DALLAS SPONSOR STEP 2 MLS LEAGUE SPONSOR
STEP 3 GIVING BACK TO THE CLUBS In 2012 AdvoCare became F.C.
Dallass first ever jersey sponsor The health company based in
Plano, Texas, had been a partner of F.C. Dallas for more than 10
yrs. Successful partnership with F.C. Dallas prompted AdvoCare to
expand within soccer Executives at F.C. Dallas connected Advocare
and MLS, resulting in an integrated league-wide partnership With
the AdvoCare agreement, the League created a mechanism for clubs to
opt into a valuable club partnership where Advocare contributed
considerable rights fees and VIK product support CASE STUDY:
ADVOCARE
- 49. CASE STUDY: ADVOCARE 2015 Major League Soccer Confidential
& Proprietary50
- 50. 51 STEP 1 UEFA PARTNER STEP 2 MLS LEAGUE SPONSOR STEP 3
GIVING BACK TO THE CLUBS/LOCA L MARKETS Longtime partner of
football in Europe with Official Partnership of UEFA Champions
League Trophy Tour (Europe and US), Champion the Match Official
Beer of MLS Ownership Platform of Rivalry Week Two distinct weeks
within the MLS schedule for national media, retail and local
activation. Nine (9) Club Partnerships allowing local markets to
fully activate at retail, through local media and at stadium On and
Off Premise activation CASE STUDY: HEINEKEN
- 51. 2015 Major League Soccer Confidential &
Proprietary53
- 52. THANK YOU! 2015 Major League Soccer Confidential &
Proprietary54