Date of this Version
2024
Project Type
Research
Rights
default
Abstract
Longevity through connecting with multiple ages groups is key to any brand’s success. For sporting brands, it is crucial that the brand is able to connect to the millennial and Gen Z age groups in order to begin introducing newer audiences to the brand; gaining a deeper appreciation for the brand, the teams, and their players. As the youngest premier league in North America sporting and highest league for North American soccer, Major League Soccer (MLS) is currently growing its market size, although, there are not many fans between the ages of 18-30. With the introduction of world renowned players like Lionel Messi and Luis Suarez and David Beckham’s newly formed Inter Miami CF, MLS has potential to capitalize on their growth so reach a young adult audience. This reports provides insights and a comprehensive strategic communication plan to increase the brand awareness of MLS among young adults, and increase sales of in-game tickets and merchandise. Through the research, it was also sought to understand the current level of awareness of MLS among young adults (age 18-30) in the United States. Through surveying 18-30 years old with an interest in soccer, quantitative data was gathered and formed the basis of the strategic communication plan. Strategies and tactics implemented adopted a multimedia approach using both traditional and digital marketing and communication, as well as influencer marketing to meet the intended goals of awareness and sales growth. By the end of the campaign(s), MLS should see a greater connection to their young adult audience.
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Recommended Citation
Sealy, Zion Deon, "MAKING THE WORLD’S FAVORITE, AMERICA’S FAVORITE - A CAMPAIGN FOCUSED ON PROMOTING MAJOR LEAGUE SOCCER TO YOUNG ADULT AMERICANS" (2024). Global Strategic Communications Student Work. 17.
https://digitalcommons.fiu.edu/gsc/17
Included in
Advertising and Promotion Management Commons, Communication Technology and New Media Commons, Graphic Communications Commons, Journalism Studies Commons, Marketing Commons, Mass Communication Commons, Public Relations and Advertising Commons, Social Media Commons, Sports Studies Commons
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