First Look podcast: World Congress 2017 PBC plots path to maximize distribution NBA Turnstile Tracker Baseball returns to Kinston, N.C. David Stern investing in tech startups NBA regular season sees ratings drop Faces and Places at World Congress Are sponsors wary of outspoken athletes? On Deck With: Mike Unger, USA Swimming Labor & Agents: Rosenthal takes charge
Upcoming Conferences and Events
May 31 - Jun 1
SBJ/March 20 - 26, 2006/This Weeks News
MLS hires firm to conduct brand study
Published March 20, 2006
Entering its second decade with the season that starts April 1, Major League Soccer is taking a hard look at itself.
The league has hired New York branding firm SME, along with several universities, to ask questions fundamental to the future of MLS, such as who its fans are and what makes its base of Hispanic, American and young people attend or watch games on television. MLS is planning to deliver the brand study to its board of governors at its July meeting.
Aside from SME’s work, the league is establishing a brand consulting team that will include people from some of its largest business partners, such as Adidas, ABC/ESPN and Pepsi, and from the AEG organization, which owns four teams.