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Building Connections in a Soccer-Driven City
Vancouver Whitecaps FC is a cornerstone of soccer in the Pacific Northwest, boasting a passionate fan base and a growing influence in Major League Soccer. The Whitecaps wanted to deepen fan connections while expanding their reach across diverse audiences in the region. They turned to Watson to design a strategy that would energize fans, enhance game-day experiences, and integrate the team’s brand into Vancouver’s vibrant community.
Watson’s partnership with the Whitecaps centered on creating a holistic fan engagement platform. The loyalty program rewarded fans for their dedication, offering points for attending matches, purchasing merchandise, and engaging digitally. These points unlocked exclusive perks, such as access to pre-match events, meet-and-greets with players, and VIP seating upgrades.
To foster community ties, Watson helped the Whitecaps organize youth soccer clinics and charity events, connecting the team with local families and aspiring athletes. Digital campaigns celebrated the team’s culture and showcased players engaging with Vancouver’s diverse communities, further strengthening the Whitecaps’ identity.
The campaign delivered impressive results, with match attendance increasing by 20% and digital interactions growing by 24%. Merchandise sales saw a 19% boost, driven by exclusive loyalty program offerings. Additionally, participation in community events surged, cementing the Whitecaps’ role as a vital part of Vancouver’s culture.
Teams seeking to replicate this success should focus on fostering community connections, offering personalized rewards, and using storytelling to celebrate their unique identity. For Watson, working with the Whitecaps reinforced the power of soccer to unite a city.
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.
