MLS Seattle Sounders Tap Social Networking To Build Fan Support
The MLS Seattle Sounders, hoping to "tap into the social networking craze to help build fan support" for their inaugural season next year, are launching a "new breed of fan clubs with actual powers over key team decisions, plus an interactive website that allows like-minded fans to get seats together at the stadium," according to Greg Lamm of the PUGET SOUND BUSINESS JOURNAL. The new fan membership group will be "armed with the power to vote out the Sounders general manager if the team has a horrible run," as every four years the group will be able to "vote on whether or not to retain" the GM. Membership in the club comes with "buying a season ticket or paying a $125 annual fee." Sounders Minority Owner and comedian Drew Carey: "I think you are going to see a level of loyalty to a team that's pretty unheard of, or way above the norm, especially for a soccer team." Lamm notes the Sounders' front office wants to "tap into a rabid soccer fan base that is accustomed to sharing information through blogs and bulletin boards," and the team also "sees an opportunity to fill a void left from the bitter departure" of the Sonics. The Sounders recently teamed up with San Diego-based marketing and technology firm Digitaria, and the team also is working with Seattle-based Web site developer Cypress Consulting Inc. to "build in social networking tools to sell tickets online, allowing fans to match up at the stadium." Sounders and Seahawks Dir of Marketing & Partnership Development Bill Chapin said that the Sounders are "working with Digitaria to launch the social networking website by February, two months before the team's inaugural season." The team has been working with Cypress to "beef up the social networking aspects of the team's online ticket sales." Sounders investor and Blazers and Seahawks Owner Paul Allen said that the Sounders "want to have a pioneering website" much like the Blazers and Seahawks (PUGET SOUND BUSINESS JOURNAL, 11/28 issue).
NATIONAL DEBUT: The Sounders' debut game will take place against the Red Bulls on March 19 as the first game of MLS' "First Kick" season-opening weekend. ESPN2 and ESPN Deportes will provide live coverage of the match. In all, matches featuring 14 of the league's 15 teams will take place over the four-day stretch; Real Salt Lake will be the only club not included. The full '09 MLS schedule will be announced in early February (MLS).
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