seattle dragons
XFL founder Vince McMahon chose a different plan of action than the AAF when selecting the locations for the league’s new franchises, placing seven of the eight teams in NFL markets. It’s a strategy Seattle Dragons President Ryan Gustafson believes in, and while it’s too early to tell if it will work, he's optimistic the franchise can grab a foothold in the city alongside the Seahawks.
“Seattle has the best sports fans in the world, and there’s no shortage of demand for more football in this market,” Gustafson said.
Since the team’s launch in August, Gustafson and his staff have worked to ensure everything runs smoothly ahead of the Dragons’ season opener against the DC Defenders at Audi Field on Saturday. In advance the Dragons have employed a grassroots marketing approach to build brand awareness in Seattle and get fans excited for the upcoming season.
“What we’ve tried to do is just tell the story of the XFL and build our fan base one person at a time,” Gustafson said.
One message that has resonated well in the market has been the season-ticket prices for the Dragons’ inaugural season at CenturyLink Field. More than 70% of the season tickets will be $45 or less per game, with 27% going for $25 or less. Season tickets with club access and covered seats begin at $45 per game.
seattle dragons
Ryan Gustafson, president
Chris Savio, senior director, corporate partnerships
Michelle DeLancy, senior director, marketing and events
Pete Tenney, director, content and production
Jim Christman, director, communications and media relations
Tahiti Bellot, director, ticket sales and experience
Jim Zorn, head coach and general manager
“Having more football at CenturyLink Field under head coach Jim Zorn, who’s a local legend in the marketplace, at $20 a ticket, is a message that our fans are just eating up and they’re really excited about it,” Gustafson said.
The Dragons are projecting more than 20,000 fans for their Feb. 15 home opener against the Tampa Bay Vipers. Gustafson said the main goal in year one is to establish trust among the fan base and create a sense of attachment.
“The XFL and us as a franchise are not looking to just be a one-year thing; this is building a 100-year brand,” Gustafson said. “If we do this the right way, I know that people are going to really attach themselves to this team, not just in the short-term but in the long-term as well.”
The XFL preaches accessibility for its fans, so the Dragons have been finding ways to connect with the community. The team held an open practice on a Saturday morning in December that drew over 1,000 fans. Gustafson also does a weekly segment through the team’s Facebook page where he answers fan questions live.
Local media coverage has further spread the word about the Dragons. Gustafson said the team’s TV broadcast partners, KCPQ-Fox, KOMO-ABC and ESPN Radio 710 Seattle, have been supportive in telling the franchise’s story, allowing him to appear almost on a weekly basis on their shows to give updates on the Dragons.
“That’s one thing that we’re incredibly blessed to have — media who are excited about us, excited about telling our story and our players’ stories,” Gustafson said.
