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SBD/March 28, 2011/Franchises
Sporting KC Uses Innovative Promotion To Stay In The Headlines
Published March 28, 2011
JUST FOR KICKS: ESPN followed Ochocinco as he trained with Sporting KC last week. Footage was shown of Ochocinco working out, running drills and scrimmaging over three days, with his time extended to play in a reserve game. Sporting KC President Robb Heineman: "It's not every day you get a world-class athlete like Chad Ochocinco coming into the game of soccer. To have
YOUTH OF A NATION: In Portland, Allan Brettman noted about five years ago, MLS "started to take aim at one of the most coveted demographics, the 18-34 age group," and "perhaps few MLS campaigns have reflected the 18-34 target with more resonance than the Timbers'." The expansion club's promotional effort "seems to have worked: The season ticket supply is gone and six games are sold out or very close to it while Timbers management is confident that every game will sell out." After MLS "awarded a franchise to Portland, the Timbers' marketing staff began discussing strategies to promote the team." Timbers VP/Business Operations & Marketing Cory Dolich and his staff "pondered the qualities people linked with the Timbers brand that had existed in Portland." Dolich said, "Extremely passionate, electric -- a great in-game atmosphere. When we put that all together we decided we really need to showcase our fans." To Jelly Helm, whose self-titled agency handles the Timbers' advertising, Dolich's message "meant soaking in the chants, the bouncing, the singing, the sense [of the] raucous community that comprise the 90 minutes inside a stadium with the Timbers Army." Helm said, "What we really focused on was the most exciting, energetic part of the Timbers" (Portland OREGONIAN, 3/26).