1.1
Red Bull New York
The Worlds Game in the Worlds City

2. 2
History of MLS
Professional soccer league made up of 16 teams (expanding to 18 in 2011)
Inaugural season: 1996
Season: 30 regular season games from March-November
8 teams compete in MLS Cup Playoffs
Partnerships with Federacin Mexicana de Ftbol (FMF) and FC Barcelona
3. 3
History of the NY Red Bulls
Founding member of MLS (1996)
Matches are televised by MSG and MSG Plus, and all are broadcast in Spanish on TV and radio.
Main rivals are DC United, New England Revolution and Philadelphia Union
Opened new stadium (Red Bull Arena) this year, having played in Giants Stadium previously
Best Finish: Runner up to Columbus Crew in the 2008 MLS Cup Final
NY/NJ Metrostars
96-02
MetroStars
03-05
Red Bull New York
06-07
Red Bull New York
08-present
4. 4
The New Red Bull Arena
Capacity Seating: 25,000
Location: Harrison NJ
First row is 21 ft
from the touchline
All seating is covered
from inclement weather
Red seat in Section 101,Row 11, Seat #8
to commemorate the 1st goal scored in the 11th
minute by #8
Two video boards
Easily accessible via the
Path and NJ Transit
5. 5
The Red Bulls Struggles
Low attendance:
2009 Regular Season: 12,229; Playoffs: did not qualify
2008 Regular Season: 16,967; Playoffs: 11,578
2007 Regular Season: 16,530; Playoffs: 14,165
2006 Regular Season: 14,570; Playoffs: 14,570
Low awareness/interest in Red Bulls:
Giants Stadium:
Hard to get to- train then a bus
Seats 80,200
Football lines on the soccer field- no atmosphere
Poor performance:
2009 Record: 5-19-6, 7th place in the East (out of 8 teams)
2008 Record: 8-11-8, 5th place in the East, Final of MLS Cup
6. 6
Opportunity to Increase Attendance
7. 7
Opportunity to Increase Attendance
8. So how do we go from 1 fan
9. 9
to #1 fans!!
10. 10
Scoring a Goal for the Red Bulls
11. 11
Marketing Objective
Increase usage occasions.
12. 12
Majority are males (63%, 131). Females less likely but still a large group (36%, 71)
Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)
Work full-time (58%, 111) then return to their own home (59%, 91) or rented apartment (17%, 124)
Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)
13. 13
Friends & Family
Enjoy spending time with family (62%, 97)
Like to have a circle of close friends (40%, 108)
Make friends easily (30%, 116)
Diverse friends from all walks of life (28%, 118)
14. 14
Active Lifestyle
Soccer (70.45%, 1363)
Swimming(62.7%, 191)
Jogging(39.64%, 177)
Bowling
(33.87%, 208)
Bicycling
(27.75%, 122)
Camping
(27.57%, 391)
Basketball
(26.49%, 270)
NOT Health Club
(89.55%, 114)
15. 15
Demographic Profile
Hispanics represent a significant
percentage of soccer fans.
Source: Simmons data
16. Language Preference for Hispanics
62% preferthe Spanish language
Source: Simmons data
17. Media Behavior of New York soccer fans
Base: M18-49, Watched Fox Soccer Channel, Attended MLS in past year
18. 18
At a Glance
19. TV Usage
Source: Simmons data
20. Online Usage
Source: Simmons data
21. Newspaper Usage
Source: Simmons data
22. 22
Hispanics are hardcore fans
Are more likely to purchase
merchandise (2.4 vs 1.8)
Watch more sports (2.3 vs 1.7)
Are more brand conscious (2.3 vs 1.8)
Want to be immersed in the
sporting experience (2.8 vs 2.3)
Watch more sports (2.3 vs 1.7)
Watch more sports (2.3 vs 1.7)
Spend more on sporting events
($251/year vs $135/year)
Spend more on sporting events
($251/year vs $135/year)
* Versus non-Hispanics (Mintel Research)
23. On-the-field Research
Method: On 3/27, attended Red Bull v. Fire game and interviewed attendees
24. 24
Why did you come to the game?
Im from the UK so I thought Id check out our local soccer team here.
We heard about the new Red Bull arena and wanted to check it out.
Soccers a great way to spend time together as a family.
Im a huge fan of soccer. If I could, Id come to every game.
25. 25
Red Bull Segmentation
Foreign Fans
Fun with Friends
Soccer Moms
Hispanic Hardcore
26. Obstacles to Overcome
27. The Competition
Source: Simmons data, weighted data
28. NY Red Bulls are the Category Leader
If you are the leader, it is a lot better to broaden the category even though that might help the other guys who are nibbling away at you.
-Jack Trout, marketing consultant
29. 29
Key Insights
Experience hormonal surges
Testosterone rose an average 28%
Self-esteem rises and falls
Affects outlook on life for several days later
*Mintel Research
30. 30
Key Insights
Soccer is not just a sport.
Its a way of life.
*Mintel Research
31. Big Idea
Soccer connects the world.
The Red Bulls are the link for New York.
32. 32
Media Objectives and Strategies
33. 33
Tactics
awareness
interest
action
repeat
tv
tv
tv
tv
tv
tv
magazines
ooh
ooh
newspapers
online
experiential
34. 34
Tactics
awareness
interest
action
repeat
ESPN
Animal Planet
ESPN2
Discovery Channel
ESPN
News 12
TONY
ESPN
Sports Illustrated
TONY
Street fixtures
Billboards, wild postings
NYTimes, NY Post
Yahoo, ESPN, FoxSports
Kick-arounds in NYC
35. Path to Purchase
INTRIGUE
HOOK
SCOREA GOAL
I heard the new stadium is really nice.
Going to a Red Bull game is a good way to have family time
I want to get the Family Package
I want to spend time with my family
I watch soccer
Red Bull Arena is a fun place to bond with teammates
Taking clients to a game is a fun and different way to entertain them
Iwant to watch players from my home country
I want to see Juan Pablo Angel
I can sit closer to the action
Im bored on the weekend
I had fun at the game and want to take a friend
Tickets are less expensive than other live events
Its a nice day- I want to do something outside
I play soccer
I want to join the Supporters section
The Supporters section creates a lively atmosphere
I know someone who plays/watches soccer
Defensive 3rd
Middle 3rd
Attacking 3rd
35
36. Brand Pyramid
Overall brand equity: Entertain and bond over New York soccer
Core Brand
Values
Celebrate
NY soccer
Good times
With friends
Entertaining
environment
Bond with
Other fans
Stay informed about Red Bulls
Functional Equity
Brand Identity
Red Bull
Arena
Reached MLS
Cup Final in 2008
Juan Pablo
Angel
Team colors
And design
37. Creatives
38. Raise Awareness
Build excitement.
Associate the Red Bulls as
players in a worlds game.
39. Print
40. OOH
41. OOH
42. PPC Campaign
43. Increase Interest
Get close.
Connect the Red Bulls with
with fans passion points.
44. Print
45. Online- Animal Planet
46. Drive Action
Sell tickets.
Motivate fans with calls to actionto increase attendance at games.
47. Print
48. Print
49. OOH
50. Convert Fans
Create loyalty.
Upsell fans to buy more tickets, season passes, or group discounts.
51. Print
52. Print
53. Connect Fans
Build community.
Engage with fans and potential fanson their own social platforms.
54. Social Media Strategy
Its not just creating an account.Its about connecting existing fans and leveraging their passion to reach potential fans.
mobile
mom blogs
search
soccer groups
New Yorkers
soccer fans
55. Social Media Strategy
56. Social Media Recommendations

Encourage Facebook users to join other platforms.

57. Decrease Twitter post frequency which may be turning off some followers 58. Increase YouTube fan base by posting more regularly 59. Embrace mobile social networks such as Foursquare to build competition around Red Bull Aena 60. Develop official New York Red Bull mobile app to keep fans up-to-date with latest NYRB scores and newsYouve just unlocked the MVP badge!
61. Summary
The Worlds Game in the Worlds City
62. Recap
63. Appendix
64. SWOT Analysis
Strengths:

Soccer is the most watched sport worldwide

65. Red Bull tickets are less expensive than competitors 66. Red Bulls are the only local professional soccer team 67. New premiere soccer-specific arena 68. New coach, Hans Backe providing new outlookWeaknesses:

On-field product needs to be improved

69. Coming off the worst season in their history 70. Perception that it is difficult to get there: located in Harrison, New JerseyOpportunities:

Capitalize on focus on soccer because of the World Cup

71. New stadium, new atmosphere 72. Hope of a future star (Thierry Henry) 73. Large Hispanic population who is interested in soccerThreats:

Soccer fans in the U.S. more often follow European leagues (Champions, Premier, La Liga, etc)

74. New York is a heavily saturated market for sports 75. Economic recession has led to fewer people going to live events