Soccer’s Mobile Marketing Challenge

Nicholas Kosar Marketing, Soccer, Technology 0 Comments

This past week Soccer Newsday published my marketing column about the challenges (and opportunities!) that professional soccer faces in using mobile devices to develop fan and brand awareness and build ticket and merchandising revenues. An excerpt is below, along with a link to the full article. The evidence is all around us. But if you want hard data, Forrester Research reports that 50% of …

Sun, Sand, and Soccer in Orlando

Nicholas Kosar Marketing, Soccer, Travel 0 Comments

On January 30, I wrote a Soccer Newsday column expressing my thoughts on building a better preseason for professional soccer in North America. I’m following that up with some commentary about my time at the Disney Pro Soccer Classic in Orlando this past week, when I took in a couple games with my family. This was my first time attending soccer preseason matches. Here’s …

An Analysis of Twitter Marketing in Pro Soccer

Nicholas Kosar Marketing, Soccer, Technology 0 Comments

This Soccer Newsday article takes a brief look at how soccer clubs are managing the growth of their fan bases using Twitter – a platform that was nearly non-existent to clubs a couple years ago, but that most are waking up to. I review: Twitter usage by each MLS club (including Followers, Following, and Tweets) Comparisons of U.S. and Canadian clubs – …

Seattle Reign FC: A Brand Critique

Nicholas Kosar Design, Marketing, Soccer 0 Comments

Great news came out a few days ago: the last National Women’s Soccer League club to name itself now has a great start to its branding: the Seattle Reign FC. A few thoughts: 1. “Empowering” women and girls appears to be a key element to the National Women’s Soccer League’s branding. The Seattle NWSL team sure got this right with their logo: not just …

Viable 2nd-Tier Soccer League? Here Are Some Stats

Nicholas Kosar Marketing, Soccer 0 Comments

Don Garber’s comments at halftime of today’s MLS Cup were interesting regarding whether promotion and relegation had a future in North American soccer. He focused on the strength and viability of having a lower league, below Major League Soccer, in order for such a system to be viable. A stronger and larger set of club teams is, I agree, a …

Forget the Gender Gap: MLS Needs to Solve Its Marketing “Beckham Gap”

Nicholas Kosar Marketing, Soccer, Uncategorized 0 Comments

The idea that LA Galaxy could lose both David Beckham and Landon Donovan in the same offseason gives food for thought about the basic marketing strategies being used by Major League Soccer, and for that matter, North American Soccer League clubs. The Galaxy are the one club to effectively use MLS’s Designated Player rule to market their club using high-priced …

What American Soccer Can Learn from Japan

Nicholas Kosar Culture, Marketing, Soccer 0 Comments

In the sporting universe, you can market players (e.g., Beckham, Henry, Wondo, DeRo), a team, or the sport itself. Of course, all three of these go hand in hand – they are part of a whole. But today I’ll focus on the strategic appeal and marketing of the sport itself:  Soccer in North America. And rather than pulling ideas from …

What’s in a Soccer Club Name?

Nicholas Kosar Culture, Design, Marketing, Soccer 0 Comments

It’s time to critically analyze the club naming conventions in North American soccer. Over 40 years of experience with soccer club names and brands gives us some perspective, and me some opinions. Why bother with such a critique? Quite simply, the relative youth of the sport in North America gives us the luxury and indeed the opportunity to question names …