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A Soccer Club with Big Ambitions
As Major League Soccer (MLS) continues to grow in popularity, the Philadelphia Union have positioned themselves as leaders in the league, both on and off the pitch. However, as they aimed to deepen connections with their diverse fan base, the Union needed a partner who could bring fresh ideas and proven strategies to the table.
Watson joined forces with the Union to design an engagement strategy that reflected the city’s unique culture and the club’s ambitions to become a household name in Philadelphia sports.
Watson’s efforts began with a deep dive into fan behavior, using data analytics to uncover key insights about Union supporters. From there, a loyalty platform was developed, rewarding fans for attending matches, engaging with the team online, and participating in community events.
Watson also supported game-day enhancements at Subaru Park, including fan zones, live music, and food trucks featuring local flavors. On the digital side, the Union’s social media presence was amplified through interactive campaigns, behind-the-scenes content, and exclusive access to players.
The campaign delivered impressive results. Social media reach grew by 28%, as fans embraced the new digital initiatives. Match attendance increased by 18%, with families and younger audiences citing the enhanced game-day experience as a major draw. Merchandise revenue rose by 21%, thanks to the loyalty program and exclusive Union-branded items.
Reflecting on the project, a Watson designer shared: “Philadelphia is a city that loves its teams with all its heart. Helping the Union strengthen that bond with their fans was a privilege. Soccer is on the rise here, and it feels amazing to be part of that journey.”
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