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ajor League Soccer’s focus on fan engagement via digital and social platforms has been a big reason for its strong growth over the last few years. As vice president of social media and CRM at MLS, Amanda Vandervort has been on the forefront of that charge.
Amanda Vandervort
MLS,
VICE PRESIDENT, SOCIAL MEDIA AND CRM
“We see social and digital as core to the future of this league, and we’ve been able to harness some of that through our content and distribution, and really work with our fans to grow the league,” she said. “We strive to give fans a great experience across all of our platforms, and I’ve been lucky to be a part of that.”
Vandervort, who was promoted to her current position in February after serving as senior director of social media, oversees all of MLS’s social media and customer relationship management strategies, two groups the league merged under her watch.
“We wanted to recognize the direct relationship we have with our fans, and personalizing that relationship to deliver the right content at the right time on the right platform is incredibly powerful,” she said.
In addition to her work at MLS, Vandervort serves as president of the National Soccer Coaches Association of America and is a FIFA marketing and communications instructor. These are roles, she said, that as a lifelong soccer fan as well as a former Division I player and college head coach help keep her rooted in continuing to develop girls’ and women’s soccer at all levels.
“It is so rewarding and so fulfilling to give back to the sport that has given me independence, given me strength, given me vision, teamwork, character and a career,” she said.
— Ian Thomas
