AFTER LOSING THEIR inaugural home opener, NWSL’s newest expansion team Bay FC won their first home match against the Seattle Reign in front of a crowd of 16,719 screaming fans dressed head-to-toe in navy blue and orange! Much like the sold-out opener, this match was an impressive display of the power of effective marketing and community engagement.
As a sport marketing professor, I have a firm belief that successful sport marketing has less to do with the on-field talent (anyone can “market” a winning team, though having a good team is important) and more to do with the community built around the organization, their shared values, and what they stand for. That way, regardless of wins and losses (leave that up to coaching), teams like Bay FC can ensure that fans stay engaged for the sake of the brand and community, as opposed to simply following the unpredictable nature of wins and losses.
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