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Analyse Orlando City - Major League Soccer MLS

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Você tem curiosidade de como os maiores times da MLS trabalham sua estratégia de Marketing Digital e Patrocínios? Pensando nisso, fizemos uma analise simples de cada estratégia, além de apontar que em todas elas existem oportunidades de negócio para o mercado brasileiro.

A Major League Soccer é um grande exemplo de organização de liga e campeonato a nível internacional, com regras claras e que valorizam a igualdade de investimento dos times, conseguem organizar um campeonato mais disputado e com um retorno de marketing e patrocínios de dar inveja.

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Analyse Orlando City - Major League Soccer MLS

  1. 1. SPORT MARKETING DIGITAL AND SPONSORSHIP
  2. 2. Source: Repucom Sports DNA *middle East figure is an estimation based on Saudi Arabia weighting (500 respondents compared with 1000 for all other nations) The percentage of people who are interested in football by region 28%
  3. 3. Source: Repucom Sports DNA *middle East figure is an estimation based on Saudi Arabia weighting (500 respondents compared with 1000 for all other nations) Interest in football The interest of the US is still very low, but with a potential for big growth. Participation
  4. 4. BRAZIL BREATHES SOCCER, MLS PART OF IT ...
  5. 5. Source: Repucom. Unruly media, Facebook & Twitter information In Brazil there is a perfect union between Soccer and Social Media. Content production for this category is very large. Meet Brazil's largest channel about football. 2.2MFollowers Characteristics which make Brazil 2014 a ‘perfect storm’ for fan engagement
  6. 6. MLS soccer attracts a young and well-educated audience. THE SOCCER FAN USA Source: Scarborough USA Plus Research, Au14-Oct15, Total Survey Area, Adults 18+ Target: Sports watch cab TV pst yr : Major League Soccer (MLS) Population: 245,403,097 Qualitative Population: 11,905,855 64% are homeowners 63% have a college education 55% are married 16% 23% 22% 19% 12% 9% 0% 10% 20% 30% 18-24 25-34 35-44 Age Base: Adults 18+ Men 68% Women 32% DEMOGRAPHIC SNAPSHOT
  7. 7. The Walking Dead 2015 MTV Video Music Awards First Take At Midnight with Chris Hardwick Pretty Little Liars WWE SmackDown • ESPN drove Twitter activity throughout their 16 game season with 366k tweets in 2015 and ESPN2 logged a further 315k tweets for their 25 game coverage. • MLS attracts a younger audience with 33.2% falling in the M18-24 demographic for a ESPN2 sample of social game ratings. • ESPN aired the MLS Cup on December 6, 2015 and garnered over 123k tweets and over 19 million impressions. • 48% of people who tweeted about MLS on these networks also tweeted about other TV programs, of which 87% were on cable. • Savvy marketing plans leverage the engagement of the social audience by extending their message into complementary programming. 1. Source: Millward Brown Digital + Twitter, December 2013 Source: SocialGuide Inc. Affinity Report: Jan 20145– Dec 2015 MLS Soccer Pulled 2/4/16. NETWORKS & PROGRAMS SOCIAL TV ENGAGEMENT People who tweeted about MLS also tweeted about these: GENRES CATEGORIES  Special  Drama  Comedy  Talk  Reality  News  Sports Talk Programming with a strong social presence increases ad recall by up to 33%.1 SOCCER SCORED BIG LAST SEASON ON TWITTER.
  8. 8. SOCIAL MEDIA IT IS THE PRIMARY MEANS OF COMMUNICATION WITH THE FAN
  9. 9. Source: Google Trends Jun 2016. SOCIAL MEDIA ANALYZE GOOGLE TRENDS Orlando City - club with third demand on Google, great relevance of searches. The search result is very near to the number of the biggest clubs in searches. 3º Best Google Demand
  10. 10. Source: SimilarWeb Jun 2016. Great results in number of visits, need to improve the permanency of time on the site. Great opportunity to work this audience that seeks team information. WEBSITE ANALYZE
  11. 11. Source: Facebook, Twitter, Instagram and Youtube Jun 2016. It makes a consistent work within the big of number users. 560Kis a basic followers very low numbers. With very little engagement. Media content number of 6 per day (good). 189Kis a basic followers very low numbers. With very small number of tweets. Media content number of 6 per day (good). 175K It is a base with reasonable number of followers. With large number of posts. 639 It is a very small base of followers. Low number of content viewing. 9K It is a very small base of followers. Low number of video viewing. Low number of posts new videos, one mounth on average.
  12. 12. HOW TO INCREASE THE RETURN ON MY SPONSOR?
  13. 13. Working well a brand in the sports 1. There are other forms of sponsorship and exposure master? 2. We can offer specific activations for other brands, and the fixed sponsors? 1. Which activations developed by the club to activate the sponsor brand? 2. Which marketing campaigns that brand used the team as image? 3. How many times the club released a product brand in social networks? 4. Activation is only based on the shirt and exhibition site? 5. How to increase the master sponsoring brand exposure return, beyond the simple exposure shirt master? NEW BUSINESS SPONSOR MASTER
  14. 14. Working well a brand in the sports 1. Collaborate with exploration partnerships and new sponsors for the club in Brazil. 2. Licensing products with the brand of club category of clothes and products in general. 3. Develop partnerships with football clubs throughout the country. 4. Partnership and licensing soccer school. club management courses in partnership with the Orlando City. Exchange and immersion with club structure in the USA. 5. Development of the first social media focused on athletes management. 6. Generate content about the brand in Brazil, recording every action developed in the country. 7. Explore the image of Kaka and Julio Baptista in Orlando City for Brazilian public, generation of viral content. NEW BUSINESS OPPORTUNITY BRASIL
  15. 15. Get closer to their fans. Develop your own social network where athletes can register and share your profile, achievements, scouts, and other interests. In this way New York could have direct access to athletes and great talents.
  16. 16. Resume Rafael Leitão Experience in the marketing and communication, 6 years of marketing project management experience and 6 years experience in brand marketing. Leadership in innovation projects, product launches and advertising campaigns. Advanced knowledge in Digital Strategy with social media planning, content production, apps development coordination, online customer services process, data analysis in web analytics tools and KPI's definitions. Planning and branding focused on highly competitive segments. Extensive knowledge of current interactive technologies and industry's best practices. Good understanding of all aspects of digital marketing, including: SEO/SEM strategies, analytics, digital campaigns, email marketing, social media, e-retail strategies. Efficient team management skills, good communication and interpersonal skills. Well organized and detail oriented. Experience in Sports: • Organized Volvo Ocean Race 2015 Team SCA in Brazil. • Work with Palmeiras, Santos, Coritiba marketing actions. • First Elderly Run in Brazil 2014 - Copacabana. • Sponsorship team, Palmeiras, Santos, Coritiba e ABC Football (RN) 2010 - Brand Biofral. • Owner of the first social media with focus in sports 2015: Sportt. 28 anos São Paulo Marketing and Communication
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