Seattle sounders fc
Our partnership with the Sounders started in 2007 when their ownership group approached us to help them launch a professional soccer team in Seattle. At that point they had nothing more than this logo, no coach or players.
We took a different approach to the launch. Instead of marketing star players, talking about passion and excellence while asking consumers to buy tickets and merchandise, we talked about the culture of soccer and what it means to be a fan within that culture. Our goal was to make Seattle the cultural hub of professional soccer on the West Coast. We believed in building the culture first, then the tickets and merchandise would sell themselves. That became the Sounders FC brand, “Give Us Your Full 90”.
As the years went on, players emerged that were crowd favorites, we leveraged those players and gave fans access to players and their personalities. As a producer I helped concept and execute countless integrated campaigns for each new season, friendly matches, rivalries, playoffs and season ticket renewals.
The results are that the Sounders have lead the MLS in attendance, season ticket renewals, and merchandise since coming into the league. They are in the top 10 of soccer viewership in the world.