The document outlines a digital marketing strategy for ESPN MLS. It aims to create an MLS fantasy league on ESPN that will be promoted on social media to build a community around MLS, increase knowledge of soccer in the US, and encourage game attendance. Key elements include using Facebook, Twitter and blogs to engage fans with a tone that is full of energy around soccer. The budget is $3 million over 12 months to develop the site and media presence. The goal is to foster rivalries and passion for MLS teams and players.

1. ESPN MLS
Digital Marketing Strategy 2014
Samantha Nowak

2. Soccer in the US today
• Soccer (football) is the most popular sport in the world,
but in the United States, it does not have this level of
popularity
• American football, basketball and soccer are some of the
most watched sports
• The ESPN Major League Soccer (MLS) has its own page
on the ESPN site, but it is primary made up of content
about international soccer
• Soccer is a sport often enjoyed by young Americans,
played at nearly every High School or College

3. Target Audience
• Current sports fans
• Sport fans that live near a MLS stadium or
team
• People who participate in fantasy leagues
• Those who play or have played soccer
recreationally

4. Big Idea
• Create a Fantasy League for MLS through
ESPN that will be promoted on social
media with the hashtags
#MySoccerFantasy and #ItsCalledSoccer

5. Goals
• Create a community through the fantasy
league that follows the MLS seasonal
games
• Increase knowledge of the players,
rivalries, rules, and overall way soccer is
played.
• Have community expand through friends
and social media
• Encourage higher game attendance

6. Social Media
• The social media that will be used
• Facebook
• Posts on the ESPN page will announce the new Fantasy League
• Information to aid individuals through the draft process
• Twitter
• Updates about certain players and games
• Shout out to fans
• Draft Recommendations
• Blogs
• A place to get fans talking about their drafts and talk more about events
or players
• Where users can learn more about the sport

7. Tone
• Full of energy and excitement
• Powerful
• Empowering
• Strong

8. Frequency
• Facebook
• Daily posts leading up to the start of the season and major games
• Weekly post relating to soccer during the season
• Bi weekly posts on off season
• Twitter
• Tweets will correlate to games played or players recognized
• High frequency during major games and days leading up
• Bi weekly tweets during off season
• Blogs
• The blogs will consist primarily of user generated data
• New topics or conversation starters will be posted weekly

9. Budget
• $3,000,000 over a 12 month period
• This will handle the ESPN staff needed to
create the new site for Fantasy MLS
• Also will cover media teams working
Facebook posts, Tweets and Blog updates

10. Rivalries
• An eventual goal will be that, through the
passion created for soccer in the U,
rivalries will be formed.
• Soccer fans with begin to know the players
on their teams, and go out to the games.
• National attention will be given when rival
teams match up

11. THANK YOU
Go Watch Some Soccer