Sporting KC Signs Ad Agency VML As Official Marketing Partner
Sporting KC this morning will name locally based, digitally focused ad agency VML its official marketing partner in a three-year deal in which the agency will aim to enhance the club’s online offerings. Under the deal, VML will not be classified as SKC's agency of record because the club's in-house marketing team, led by CMO Andy Tretiak, will continue producing all creative. Instead, VML will strategize ways to better the club’s digital approach.
In exchange, the shop will get assets including access to the club’s technological innovations and Sporting Park for business meetings, as well as hospitality and signage opportunities. Financial terms were unavailable, but because of the exchange of assets, services and cash will be going both ways, as opposed to SKC hiring VML outright. Sporting KC Chief Revenue Officer Jake Reid said that the two sides decided to align because they not only meshed philosophically but furthermore shared multiple companies that are sponsors for SKC and clients for VML.