This was a campaign for the 2006 FIFA World Cup. At the time, the USMNT was peaking as far as popularity and we were doing well as a team. There was a groundswell of support and it was a real tipping point for the team so we wanted to frame them as the new American past time by showing their dedication while on the road to glory.
Being a small team in Spain’s 3rd division of La Liga isn’t sexy. Think Ted Lasso in the south of Spain. However, when your new owner is a high ranking official in the Saudi government things get real interesting real quick. We were tasked with infusing spirit and energy into the home crowds which had dwindled to less than than 3K per match in a stadium that seated 17K. We created the hype video and were working on a rebrand as COVID hit. Plus other issues arose and we resigned the account.
After an embarrassing early exit in the 2006 World Cup, US Soccer was ready to start the push for the 2010 qualifying. They needed to put butts in the seats and hired my agency to help them do that. So we created the “It Starts Here” campaign. A new coach, a relatively whole new team and a new more aggressive attitude meant they needed a new image. It worked increasing ticket sales by over 40%.