Friday, January 28, 2011

MLS Marketing and the New England Revolution

By Bob Madaio, Bleacher Report

I’ve talked before about being a marketer by trade, so my intrigue about a number of recent MLS marketing related news items should come of no real surprise. What was a bit more surprising was my inability to immediately tie them into a neat and tidy theme, with the exception of the inevitable thoughts about how these items affect, or compare to, our local New England Revolution.

What prompted these thoughts was L.E. Eisenmenger‘s interview with MLS EVP Dan Courtemanche on the marketing of MLS (if any of this is interesting to you, go read Part One and Part Two), which included a number of interesting tidbits, only a few of which I’ll cover here.

Courtemanche made it clear that the MLS marketing is targeting the “core soccer fan in the 18 to 34-year-old age group,” and his belief that marketing messages to that core group will resonate reasonably well with older and younger audiences, who all seek to emulate that group anyway.

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