@soundersfc executed one of the best product launches, ever, capping their seasons tix at 22K and breaking the MLS attendance record by averaging 30,943 fans per home game as an expansion club in ‘09. the team’s now driving 36K+ fans per game w/ their bright green color scheme and lucrative sponsorships.
“The biggest thing is what you do at the very beginning because it’s hard to turn around a brand once you’ve launched,” says Adrian Hanauer, SoundersFC co-owner w/ Drew Carey and Paul Allen – also an owner w/ the NFL Seattle Seahawks and NBA Portland Trail Blazers.
Having billionaire owners doesn’t hurt. The team went first-class with their productions, while taking a community approach connecting w/ fans.
"They treat themselves like a club and not like a team,” adds prof Bill Sutton. “A team is something that you watch. A club is something that you’re a part of — and the crowd feels that way with the songs and the chants. It’s as close to an EPL (English Premier League) model that you’ll see in this country.”
SBJ named SoundersFC the best pro sport team of 2010… 2011 MLS expansion teams in Vancouver and Portland are now following suit.
Toronto got the ball rolling w/ a great launch back in ’07.