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Volume 21 No. 35
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Scheer moves from one New York MLS team to another, takes CCO position for Red Bulls

The New York Red Bulls have hired New York City FC executive Amy Scheer as their chief commercial officer.

In her new role, which she begins this week, Scheer will oversee all of the Red Bulls’ revenue-generating departments, with a particular focus on ticket sales, partnership marketing and youth training programs.
Red Bulls general manager Marc de Grandpre said it’s the first time the franchise has had someone in this particular capacity.

Amy Scheer will oversee the club’s revenue-generating departments.
Scheer had been vice president of marketing, media and fan-relationship management for NYCFC since last September. Serving during the club’s inaugural season in MLS this year, she also worked closely with its ticketing and sponsorship teams.

“We’ve made tremendous progress on the business front in the last 18 months,” de Grandpre said. “Now with Amy on board, we’ll be able to unify the three core pillars of our business — sponsorship, ticket sales, and youth training programs — and give her essentially a white-board to take us to the next level.”

De Grandpre said the Red Bulls are on track to surpass their ticket sales and sponsorship revenue targets for the season, though he declined to state specific figures. Despite losing one of the league’s most marketable stars, Thierry Henry, to retirement in the offseason, on-field success has led to an average attendance of 19,878 per game as of last week, up almost 8 percent compared to the same point last season.

The club this year also has loosened its restrictions on in-stadium partner branding and signage, helping to garner additional deals. Previously, its energy drink parent company was the only brand that was featured. The club in March signed its first deal (with Japanese heavy equipment manufacturer Yanmar) allowing for additional permanent in-stadium signage, a deal that also put Yanmar’s logo on the team’s training kit. The Red Bulls additionally signed a deal with Bayer AG in July that provides the pharmaceutical company with a heavy presence in the club’s youth development programs.

De Grandpre said Scheer is the perfect fit for the role, with her experience in the marketplace and knowledge of the sports industry. Prior to her time with NYCFC, she was director of marketing for Grand Central Station. That was preceded by nine years as vice president of marketing and communications for the New York Liberty, and also time as vice president of broadcasting for the then-New Jersey Nets.

She will report directly to de Grandpre in her new role and will have three direct reports.

“From a club perspective, the Red Bulls have everything that they need to continue to be successful: a passionate, longtime fan base, a high level of on-the-field play, and a venue that is the best soccer-specific stadium in the U.S.,” Scheer said. “From my point of view, they’ve done a wonderful job so far, and I’m looking to keep building it out.”