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Igniting Passion Through Community
The Portland Timbers are more than a soccer team—they’re a cultural movement. At the heart of this movement is the Timbers Army, a fan group renowned for its unwavering loyalty, infectious energy, and massive influence on the sport. From choreographed chants to stunning tifo displays, the Army has become a symbol of Portland’s passion for soccer.
When the Timbers partnered with Watson, the mission was clear: deepen the connection between the team and its supporters while expanding the reach of the Timbers Army. It was a chance to celebrate and grow what was already one of the most loyal fan bases in sports.
Watson worked closely with the Timbers to elevate the Timbers Army while fostering a sense of inclusion for new fans. Using fan analytics, Watson identified opportunities to amplify the Army’s presence through digital platforms, community events, and game-day experiences.
The loyalty program rewarded fans for participation in Army-led initiatives, from creating tifo art to attending away games. Watson also helped design exclusive content for Timbers Army members, including behind-the-scenes footage, player Q&A sessions, and digital collectibles.
The impact was transformative. Fan participation in Timbers Army activities increased by 30%, and digital engagement grew by 25%. Match attendance soared, with Providence Park frequently filled to capacity, creating an atmosphere that earned accolades as one of the best in MLS.
Reflecting on the project, Matt Watson shared: “Growing up in Portland, I’ve seen firsthand how soccer has brought this city together. Working with the Timbers on something as iconic as the Timbers Army was an honor. Hearing that roar at Providence Park is something I’ll never forget.”
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
