Challenge: With the FIFA Women’s World Cup returning to the United States in the fall of 2003, the players who make up the US Women’s National Soccer Team (champions from 1999) were looking to create additional exposure and revenue opportunities for themselves through an integrated marketing and promotional campaign. RMG3’s core media, marketing and merchandising services made a great fit.
Approach: RMG3 worked with the players directly, including captain Julie Foudy, to create a Brand Identity System that represented the players. The system included a primary mark, authenticated collectibles mark, fashion brand and fan club logo. RMG3 is now in the process of extending these new brands into licensed products for national retail distribution, soliciting sponsors who want to affiliate with this brand and these athletes, and creating an online store and fan club, through which the fans can connect with the players. RMG3 is creating a mass business to business campaign to get the word out about these opportunities. RMG3 also continues to work with the players to create marketing materials and develop opportunities for revenue-generating partners.
Result: RMG3’s efforts have already created a buzz in the sports industry with coverage in such publications as the Sports Business Journal and Brandweek. And, a significant number of potential sponsors and licensees are interested in affiliating with the players and their brand.
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