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1<br />Red Bull New York<br />The World’s Game in the World’s City<br />

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2<br />History of MLS<br />Professional soccer league made up of 16 teams (expanding to 18 in 2011)<br />Inaugural season: 1996<br />Season: 30 regular season games from March-November<br />8 teams compete in MLS Cup Playoffs<br />Partnerships with Federación Mexicana de Fútbol (FMF) and FC Barcelona<br />

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3<br />History of the NY Red Bulls<br />Founding member of MLS (1996)<br />Matches are televised by MSG and MSG Plus, and all are broadcast in Spanish on TV and radio.<br />Main rivals are DC United, New England Revolution and Philadelphia Union<br />Opened new stadium (Red Bull Arena) this year, having played in Giants Stadium previously<br />Best Finish: Runner up to Columbus Crew in the 2008 MLS Cup Final<br />NY/NJ Metrostars<br />96-02<br />MetroStars<br />03-05<br />Red Bull New York<br />06-07<br />Red Bull New York<br />08-present<br />

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4<br />The New Red Bull Arena<br />Capacity Seating: 25,000<br />Location: Harrison NJ<br />First row is 21 ft <br />from the touchline<br />All seating is covered <br />from inclement weather<br />Red seat in Section 101, Row 11, Seat #8<br />to commemorate the 1st goal scored in the 11th<br />minute by #8<br />Two video boards<br />Easily accessible via the <br />Path and NJ Transit<br />

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5<br />The Red Bulls’ Struggles<br />Low attendance: <br />2009 Regular Season: 12,229; Playoffs: did not qualify<br />2008 Regular Season: 16,967; Playoffs: 11,578<br />2007 Regular Season: 16,530; Playoffs: 14,165<br />2006 Regular Season: 14,570; Playoffs: 14,570<br />Low awareness/interest in Red Bulls: <br />Giants Stadium:<br />Hard to get to- train then a bus<br />Seats 80,200<br />Football lines on the soccer field- no atmosphere<br />Poor performance: <br />2009 Record: 5-19-6, 7th place in the East (out of 8 teams)<br />2008 Record: 8-11-8, 5th place in the East, Final of MLS Cup<br />

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6<br />Opportunity to Increase Attendance<br />

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7<br />Opportunity to Increase Attendance<br />

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So how do we go from 1 fan…<br />

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9<br />…to #1 fans!!<br />

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10<br />Scoring a Goal for the Red Bulls<br />

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11<br />Marketing Objective<br />Increase usage occasions.<br />

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12<br />Majority are males (63%, 131). Females less likely but still a large group (36%, 71) <br />Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)<br />Work full-time (58%, 111) then return to their own home (59%, 91) or rented apartment (17%, 124) <br />Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)<br />Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)<br />

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13<br />Friends & Family<br />Enjoy spending time with family (62%, 97)<br />Like to have a circle of close friends (40%, 108)<br />Make friends easily (30%, 116)<br />Diverse friends from all walks of life (28%, 118)<br />

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14<br />Active Lifestyle<br />Soccer (70.45%, 1363)<br />Swimming(62.7%, 191)<br />Jogging(39.64%, 177)<br />Bowling<br />(33.87%, 208)<br />Bicycling<br />(27.75%, 122)<br />Camping<br />(27.57%, 391)<br />Basketball<br />(26.49%, 270)<br />NOT Health Club<br />(89.55%, 114)<br />

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15<br />Demographic Profile<br />Hispanics represent a significant<br />percentage of soccer fans.<br />Source: Simmons data<br />

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Language Preference for Hispanics<br />62% prefer the Spanish language<br />Source: Simmons data<br />

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Media Behavior of New York soccer fans<br />Base: M18-49, Watched Fox Soccer Channel, Attended MLS in past year<br />

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18<br />At a Glance<br />

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TV Usage <br />Source: Simmons data<br />

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Online Usage<br />Source: Simmons data<br />

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Newspaper Usage<br />Source: Simmons data<br />

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22<br />Hispanics are hardcore fans<br />Are more likely to purchase<br />merchandise (2.4 vs 1.8)<br />Watch more sports (2.3 vs 1.7)<br />Are more brand conscious (2.3 vs 1.8)<br />Want to be immersed in the<br /> sporting experience (2.8 vs 2.3)<br />Watch more sports (2.3 vs 1.7)<br />Watch more sports (2.3 vs 1.7)<br />Spend more on sporting events<br />($251/year vs $135/year)<br />Spend more on sporting events<br />($251/year vs $135/year)<br />* Versus non-Hispanics (Mintel Research)<br />

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On-the-field Research<br /> Method: On 3/27, attended Red Bull v. Fire game and interviewed attendees<br />

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24<br />“Why did you come to the game?”<br />I’m from the UK so I thought I’d check out our local soccer team here. <br />We heard about the new Red Bull arena and wanted to check it out.<br />Soccer’s a great way to spend time together as a family.<br />I’m a huge fan of soccer. If I could, I’d come to every game. <br />

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25<br />Red Bull Segmentation<br />Foreign Fans<br />Fun with Friends<br />Soccer Moms<br />Hispanic Hardcore<br />

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Obstacles to Overcome<br />

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The Competition<br />Source: Simmons data, weighted data<br />

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NY Red Bulls are the Category Leader<br />“If you are the leader, it is a lot better to broaden the category even though that might help the other guys who are nibbling away at you.”<br />-Jack Trout, marketing consultant<br />

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29<br />Key Insights<br />Experience hormonal surges<br />Testosterone rose an average 28%<br />Self-esteem rises and falls<br />Affects outlook on life for several days later<br />*Mintel Research<br />

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30<br />Key Insights<br />Soccer is not just a sport. <br />It’s a way of life. <br />*Mintel Research<br />

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Big Idea<br />Soccer connects the world.<br />The Red Bulls are the link for New York.<br />

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32<br />Media Objectives and Strategies<br />

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33<br />Tactics<br />awareness<br />interest<br />action<br />repeat<br />tv<br />tv<br />tv<br />tv<br />tv<br />tv<br />magazines<br />ooh<br />ooh<br />newspapers<br />online<br />experiential<br />

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34<br />Tactics<br />awareness<br />interest<br />action<br />repeat<br />ESPN<br />Animal Planet<br />ESPN2<br />Discovery Channel<br />ESPN<br />News 12<br />TONY<br />ESPN<br />Sports Illustrated<br />TONY<br />Street fixtures<br />Billboards, wild postings<br />NYTimes, NY Post<br />Yahoo, ESPN, FoxSports<br />Kick-arounds in NYC<br />

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Path to Purchase<br />INTRIGUE<br />HOOK<br />SCOREA GOAL<br />I heard the new stadium is really nice.<br />Going to a Red Bull game is a good way to have family time<br />I want to get the Family Package<br />I want to spend time with my family<br />I watch soccer<br />Red Bull Arena is a fun place to bond with teammates<br />Taking clients to a game is a fun and different way to entertain them<br />I want to watch players from my home country<br />I want to see Juan Pablo Angel<br />I can sit closer to the action<br />I’m bored on the weekend<br />I had fun at the game and want to take a friend<br />Tickets are less expensive than other live events<br />It’s a nice day- I want to do something outside<br />I play soccer<br />I want to join the Supporters section<br />The Supporters section creates a lively atmosphere<br />I know someone who plays/watches soccer<br />Defensive 3rd<br />Middle 3rd<br />Attacking 3rd<br />35<br />

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Brand Pyramid<br />Overall brand equity: Entertain and bond over New York soccer<br />Core Brand<br />Values<br />Celebrate<br />NY soccer<br />Good times <br />With friends<br />Entertaining<br />environment<br />Bond with<br />Other fans<br />Stay informed about Red Bulls<br />Functional Equity<br />Brand Identity<br />Red Bull <br />Arena<br />Reached MLS<br />Cup Final in 2008<br />Juan Pablo<br />Angel<br />Team colors <br />And design<br />

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Creatives<br />

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Raise Awareness<br />Build excitement.<br />Associate the Red Bulls as <br />players in a world’s game. <br />

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Print<br />

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OOH<br />

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OOH<br />

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PPC Campaign<br />

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Increase Interest<br />Get close.<br />Connect the Red Bulls with<br />with fans’ passion points.<br />

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Print<br />

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Online - Animal Planet<br />

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Drive Action<br />Sell tickets. <br />Motivate fans with calls to actionto increase attendance at games.<br />

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Print<br />

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Print<br />

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OOH<br />

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Convert Fans<br />Create loyalty. <br />Upsell fans to buy more tickets, season passes, or group discounts. <br />

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Print<br />

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Print<br />

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Connect Fans<br />Build community.<br />Engage with fans and potential fanson their own social platforms. <br />

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Social Media Strategy<br />It’s not just creating an account.It’s about connecting existing fans and leveraging their passion to reach potential fans. <br />mobile<br />mom blogs<br />search<br />soccer groups<br />New Yorkers<br />soccer fans<br />

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Social Media Strategy<br />

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Social Media Recommendations<br /><ul><li>Encourage Facebook users to join other platforms.

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Decrease Twitter post frequency which may be turning off some followers

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Increase YouTube fan base by posting more regularly

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Embrace mobile social networks such as Foursquare to build competition around Red Bull Aena

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Develop official New York Red Bull mobile app to keep fans up-to-date with latest NYRB scores and news</li></ul>You’ve just unlocked the MVP badge!<br />

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Summary<br />The World’s Game in the World’s City<br />

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Recap<br />

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Appendix<br />

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SWOT Analysis<br />Strengths:<br /><ul><li>Soccer is the most watched sport worldwide

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Red Bull tickets are less expensive than competitors

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Red Bulls are the only local professional soccer team

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New premiere soccer-specific arena

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New coach, Hans Backe providing new outlook</li></ul>Weaknesses:<br /><ul><li>On-field product needs to be improved

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Coming off the worst season in their history

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Perception that it is difficult to get there: located in Harrison, New Jersey</li></ul>Opportunities:<br /><ul><li>Capitalize on focus on soccer because of the World Cup

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New stadium, new atmosphere

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Hope of a future star (Thierry Henry)

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Large Hispanic population who is interested in soccer</li></ul>Threats:<br /><ul><li>Soccer fans in the U.S. more often follow European leagues (Champions, Premier, La Liga, etc)

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New York is a heavily saturated market for sports

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Economic recession has led to fewer people going to live events</li></li></ul><li>61<br />Media Blueprint<br />

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Creative Brief<br />

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The Competition<br />New York Sports<br />Yankees/Mets<br />Baseball is “America’s Pasttime”<br />Same season schedule<br />New stadiums easily accessed <br />Giants/Jets<br />“American Football”<br />Football is most watched sport in the U.S.<br />New stadium<br />Knicks/Rangers<br />Beginning and playoffs of season <br />bookend MLS sesaon<br />Arena (Madison Square Garden) <br />is in the center of New York city<br />

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The Competition<br />Counterattack<br />Soccer is the world’s game<br />Baseball and football are much more popular in the United States, but SOCCER IS THE MOST POPULAR SPORT IN THE WORLD<br />The Red Bulls are the only local professional soccer team <br />Price points<br />Red bulls tickets range from $20-$45<br />Yankees tickets range from $20-$300<br />Mets tickets range from $15-$460<br />

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The Competition<br />Other MLS Teams<br />Better brand awareness<br />Seattle Sounders have established themselves as a team to follow with intimate atmosphere and good game presentation<br />Toronto FC has passionate fans who attend every game<br />Hispanic Population<br />Houston Dynamo, Chivas USA and LA Galaxy have large Hispanic populations that support local club<br />Better on-field product<br />Last year was the weakest season in NYRB history (5-19-6)<br />

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The Competition<br />Counterattack<br />Game presentation improvements<br />New York has brand new state-of-the-art stadium<br />No longer playing in Giants Stadium<br />Already provides more intimate setting and better home-field advantage<br />On-field product<br />Have signed Estonian National Team player Joel Lindpere<br />Rumors of signing Frenchman Thierry Henry<br />

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Final Recap<br />

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problem<br />Most Red Bull fans attend only 1 or 2 games. <br />

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problem<br />

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problem<br />

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solution<br />Convert soccer fans into<br />loyal Red Bull fans. <br />

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solution<br />

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research<br />Learn everything aboutNew York soccer fans. <br />

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soccer fans are…<br />

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soccer fans are…<br />

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soccer fans are…<br />diverse<br />

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soccer fans are…<br />diverse<br />friendly<br />

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soccer fans are…<br />family<br />

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soccer fans are…<br />active<br />

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research<br />Learn everything abouttheir media behavior.<br />

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soccer fans watch…<br />

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soccer fans watch…<br />

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soccer fans watch…<br />

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soccer fans read…<br />

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soccer fans read…<br />

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soccer fans read…<br />

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soccer fans visit…<br />

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soccer fans visit…<br />

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target segments<br />foreignfans<br />

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target segments<br />friends<br />

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target segments<br />soccermoms<br />

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target segments<br />hardcorehispanics<br />

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target hispanics<br />watch moresports<br />

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target hispanics<br />more brandconscious<br />

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target hispanics<br />spend more onsporting events <br />

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the pitch<br />Sell the category.<br />

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the pitch<br />Sell the category.<br />

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the insight<br />Soccer is not just a sport. <br />It’s a way of life. <br />

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the BIG idea<br />Soccer connects the world.<br />The Red Bulls are the link for New York.<br />

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creatives<br />

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step one<br />Build excitement.<br />

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Print<br />

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OOH<br />

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OOH<br />

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PPC Campaign<br />

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step two<br />Get close. <br />

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Print<br />

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Online - Animal Planet<br />

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step three<br />Sell tickets. <br />

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Print<br />

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Print<br />

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OOH<br />

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step four<br />Create loyalty. <br />

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Print<br />

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Print<br />

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step five<br />Build community.<br />

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step five<br />mobile<br />mom blogs<br />search<br />soccer groups<br />New Yorkers<br />soccer fans<br />