7. Shifting Focus
• Early MLS: Targeting “Soccer Moms”
• Later 2000s: Targeting Young Males
• Rise in attendance numbers after transitional
period
“The soccer mom or dad… they’re going to
come to special promotions… But they’re
not coming for 18 season-ticket games”
- Gary Wright, Seattle Sounders FC Senior Vice
President of Business Operations
8. Young Downtown
Millennials
• Downtown sports
fan
• Rarely travels
outside the city
• Needs a way to
travel to games
Drive-Less Dan Social Sally Lazy Larry
• Goes with the
crowd
• Consumes sports
events as a social
experience
• He is happy with other
downtown sporting
events
• Consumes through
television
• Influenced by friends
11. Uber in Sports
• Uber has been eager to partner with pro sports teams
• Texans (NFL), Kings (NBA), Rockies (MLB) all
partnered in 2014
• More recently, the Timberwolves
12. “Our partnership with Uber is a win-win for
Sacramento Kings fans. Not only are we
utilizing technology to provide an enhanced
and more frictionless experience, but we’re
also increasing safety for our fans, arena
neighbors and the region. The Kings
support of new ride-sharing platforms like
Uber are a key factor in making Sacramento
and the Capitol region a more vibrant and
viable place to live”
- Chris Granger, Sacramento Kings
President
Uber Testimony
13. Why Partner?
• Inexpensive way to get to Blaine
• Tackles physical barrier of getting to the game
• Uber is in the news
• Team gains awareness
17. The VIP Experience
Every
Game
• Free Program
• Shout out during the game
• Draw for a Minnesota United FC Jersey
Every
Game
• Chance to win season tickets for the next season
• Entrance to special post game parties in our Budweiser
Beer Garden
When
Minnesota
Wins
• 1 free appetizer at Clive’s Roadhouse redeemable the
next day after the game until Minnesota’s next home
game
18. Implementation
1. Press release announcing the partnership
2. Promote Uber on team’s social media page
3. Create Uber drop off zone at the stadium
4. “Minnesota United FC Uber Share Board”
“Loons wouldn’t fly
if they could Uber”
22. The Tailgate
Current Practice:
• Team is not actively involved
• Hosted by “Dark Clouds”
• Food trucks
Opportunities:
• Capitalize on growing popularity
• Team exposure
• Uniting fans
28. Seattle Sounders
• Highest attendance in MLS – Avg. 43,734
“Celebration of Soccer”
• Live Music
• Large interactive kids area
• Face Painting
• Inflatable games
• Food
30. Live Music
• Plethora of young musical talent
• Adds to the atmosphere
• Use different genres
31. Locating Bands
• Many local concerts in the area during NASL season
• Seek out popular bands
• Invite festival favourites to play tailgate
32. Soundcloud.com
• Website built for sharing music
• Ability to filter bands by location
• Bands will bring their own fans
• Fans can vote for bands using Facebook
36. Uber Bash with
some Buds
• Discounted Beer
• Guests Include:
• Bud Girls
• DJ
• Takes place after every
Minnesota United FC
home game
• Located in the Budweiser
Beer Garden
Completes the VIP experience!
38. Why Exclusivity?
• Completes the VIP experience
• Further promotion of Uber use
• Create brand awareness
• Respecting existing partnership with Clive’s
Roadhouse
39. Lazy Larry
• Lazy Larry will attend because of friends
• Convenient way to get there
40. Takeaways
SOLUTIONS
Drive-Less Dan Social Sally Lazy Larry
UBER
• Has way to get to game
• Can share ride to lessen
cost
• Gains team
Awareness through
Uber and social media
• Convenient,
inexpensive way to get
to game
• All his friends are
going already
Enhanced
Tailgate
• More reason to come to
game
• Outgoing, loves having fun
• Heard the live band at
a local festival
• Voted for band on the
MN United FC
Facebook page
• Free Concert
• Good time with friends
VIP
Experience
• Doesn't have to worry
about ride home
• Has great time with friends
• First to tweet about
party
• Brags to her friends
about the VIP
experience
• Easy and affordable
night on the town
• Saw friends he hasn’t
seen in awhile
