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March 2, 2016 | Volume 14, Issue 1
Editor's Choice:
MAJOR LEAGUE SOCCER INITIATES CREATIVE LEAGUE-WIDE JERSEY PROGRAM
MLS recognizes its season ticket members by activating a league-wide jersey number program.
By: Alby Abalos
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Click the image above to see how the Chicago Fire activated the Jersey Number Program!
Dear Faithful Readers,
It’s good to be back!
After a couple of weeks away due to the Forum we are back to our normal schedule for “Selling It…”. The Forum in Portland wrapped up more than 2 weeks ago so our team has been working hard here in San Diego getting everything wrapped up.
As we shift gears towards a new Forum in 2017 in Minneapolis, we close the books on volume 13 for “Selling It…” We’ll start volume 14 with one of our more popular stories from the last year on MLS and a league-wide incentive program for season ticket holders.
If you want to catch up on everything you missed from #NSF16, you can check out all the photos here.
Enjoy the read,
Ryan Heidrich
Director of Communications
PROGRAM TITLE
Major League Soccer: "Jersey Number Program"
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OBJECTIVES
In 2014, Major League Soccer announced a fan-faced jersey number initiative for season ticket holders, which took place in August 2015. MLS wanted to create a unique, different, and creative experience for the fans and the clubs. Creating a league-wide Season Ticket Holder Jersey Number Program would accomplish this objective and separate MLS from any other league.
A major goal MLS had for the Jersey Number Program was to reinforce the connection between the clubs and its season ticket holders. This program not only acknowledges fans as being an integral part of their favorite club, they are also identified as an important part of a league-wide community. Declan Bolger, Vice President Club Services – Business Development for Major League Soccer states, “This was a unique way for us to connect with our most ardent supporters – the season ticket holders.”
PROGRAM DESCRIPTION
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MLS clubs have taken a variety of initiatives with their jersey designs in recent years to pay tribute to fans. However, for the first time MLS developed an opportunity for season ticket holders to have pictures of their faces printed within the numbers on the back of player jerseys at their favorite club. Teams wore the numbers with pictures of their fans faces on their home, road, and alternate jerseys during all regular-season games this past August.
Each club had the opportunity to make this initiative available to a specific number of qualifying season ticket holders and add creative twists for the betterment of their club. Season ticket holders received an email providing them access to a portal on the club’s website, which fans were able to select the number (0-9) and the location within that number to upload their picture to. Fans also had the opportunity to customize jerseys and additional merchandise with the special numbers at their club’s official stadium store.
The clubs showed tweets of the players wearing the customized number jersey indicating the fans have their backs. Season ticket holders and the clubs had a blast with this program and it was well-received throughout the league. Bolger states, “We thought this initiative would be popular, but this first year has surpassed our expectations. Every single club embraced it and it’s been very popular with supporters and the players.”
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Click the image above to check out the MLS website!
PARTNERSHIP
The idea behind the MLS Jersey Number Program was developed internally. Spanish company Playing2 assisted with the platform MLS used to make this program happen.
RESULTS
MLS has received extremely positive feedback from season ticket holders and the different clubs. Thanks to all the clubs in the league embracing this idea, the Jersey Number Program generated a plethora of social media buzz during the month it ran.
The league has also attempted to raise money for charity by auctioning off some of the jerseys the players used during the games.
LOOKING AHEAD
MLS’ Season Ticket Member Jersey Number Program was a big hit throughout the 2015 season. The league is discussing this program and future plans. Regardless of the league’s decision on the program, MLS is looking to bring the program back in the future.
CONTACT
For more information, contact:
Declan Bolger, Vice President Club Services – Business Development, MLS
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ABOUT THE NATIONAL SPORTS FORUM
The National Sports Forum is the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2016 NSF Conference and Trade Show will be held on February 14 - 16, 2016 in Portland, OR. Visit www.sports-forum.com.
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THE NSF SALUTES
OUR PARTNER
Marketo provides the leading marketing software and solutions designed to help marketers master the art and science of digital marketing. Through a unique combination of innovation and expertise, Marketo is focused solely on helping marketers keep pace in an ever-changing digital world.
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