Challenge: Founded in early 2000 by a group of soccer club coaching directors, representing several well known soccer clubs from different geographical areas, US Club Soccer grew quickly to over 140 registered member clubs in 35 states. As a result of this effort, in July, 2001 the organization applied for and was granted membership in the United States Soccer Federation. The number of clubs that registered online grew to over 250 in 45 states by the end 0f 2001. And, in 2002 US Club Soccer sanctioned its first National Cup Championship. Heading in to 2003, the organization was eager to move to the next level through corporate partnerships.
Approach: Working with US Club Soccer, RMG3’s marketing and communications experts crafted a plan to reach out to companies whose marketing efforts and brand attributes matched up well with US Club Soccer’s membership of travel club teams: kids 12 – 17 who are athletes and peer influencers and their coaches and parents who are heavily involved in supporting their interests. RMG3 worked to package and present US Club Soccer with a wide range of benefits, including: direct marketing, online marketing, grassroots event marketing, and branding and exposure opportunities. RMG3 launched a significant marketing effort reaching out to dozens of companies and brands.
Result: Through RMG3’s efforts, US Club Soccer has brought on board, Budget Rental Car (Preferred Car Rental Company), Cendant Hotels (Preferred Hotel Rental Properties), and Puma (Official Ball) for 2003. Looking toward a long future, RMG3 and US Club Soccer continue to work with existing and potential sponsors to develop mutually beneficial programs. US Club Soccer gives RMG3 the highest marks “RMG3 has been a great help – their energy and dedication to us is unparalleled, their program concepts are creative, and they are delivering where it matters most: the bottom line.”
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