Red Bulls taking steps to reach next level

BY JOE FAVORITO

NEWJERSEYNEWSROOM.COM

ON N.J. SPORTS MARKETING

It is getting late in winter in the tri-state area and thoughts of pitchers and catchers, not to mention potential NBA playoff runs by the Knicks and the Sixers, join in harmony with the buzz of March Madness just on the horizon.

There is also the rejuvenated run of the Devils, the consistent play of the Rangers and the division-leading Flyers to keep hockey fans busy, and hours of local high school and youth sports to also keep fans busy and engaged.  So into that crowded mix comes the Red Bulls, a franchise that’s had its fits and starts in interest in the New York-area throughout its history, but has never fully engaged any level of soccer or casual fan consistently.

Can times change for the franchise in 2011? Signs are certainly pointing the way, and if true, the signs could lead to a consistent place for "The Beautiful Game" in the sports psyche of the area sports fan, not just the soccer fan.

Why the tipping point this year for brand and team? Here are a few reasons.

1. Red Bull Arena. Opened with great fanfare, great friendlies and tremendous buzz, it is steadily becoming one of the great showplaces for soccer not just in the region, but in the country. It's location, hard against the Passaic River and the NJ Transit tracks and in the shadow of a solid ethnic community in Newark, serves as a daily reminder to the millions who pass it that soccer now has a permanent home in the Garden State.

2. The Red Bull brand. There is no better global brand that uses the mix of lifestyle and spectacle than Red Bull. Their other sports-related properties have made a steady growth in the area, from the Red Bull Air Race to other programs that engage a young, vibrant active audience, and their work in seeding product in every community is unparalleled.

Now with a branded showplace and a team with a bonafide international star in Thierry Henry, and an ever-improving cast, the quality of soccer on an international level should be able to bring additional interest from a community that follows the sport passionately on a global level.

3. Youth Outreach. What was longtime a bone of contention at the grassroots level has really begun to turn the corner into a positive. A belief that big stars and big events were the caveat to build the brand and fill the stands has ceded to a strong balance of grassroots engagement to grow a youth fanbase and at the same time put an ever-improving quality product on the field for its fans. The team recently hosted a Youth Summit Panel for area coaches and the result was not just a full house, but the takeaway from all in attendance that the Red Bulls understand the value of community and are committed now more than ever to supporting the youth programs in the area.

4. Digital and Fan Outreach. The Red Bull brand marketing group are experts in the social media space, and the team has begun a strong and steady build to provide added content, value and information to all those they are engaging online. The team also launched an affinity program, one tied to season tickets and one as an ala carte service, to give fans more access to unique events, improved service at Red Bull Arena and other perks as a reward for following the team.

5. Media Buzz. The team was able to expose the new stadium to a large and varied soccer audience last year by hosting a series of high-level friendlies just after the World Cup, which gave those not familiar with MLS or the team a chance to experience the stadium. The signing of Henry brought another round of buzz, and this season that combo of a positive stadium experience and a higher level of play can lead to more casual coverage of the team.

The additional embracing of bloggers and all forms of digital media, as well as added potential coverage from MSG Network, will also give the team another push into the mainstream. Now granted some of that additional coverage will be based on quality of play and opponent, but by making the team more media accessible and by staging more buzz worthy ancillary events around the game, the stage could be set for added coverage. Added coverage leads to more eyeballs, more eyeballs lead to more interest and more interest leads to a more positive growth for the Red Bull brand and for soccer.

Will all these positive steps erase an up and down past overnight? No. Are they all very positive for a market and a sport that needs a successful soccer club on all levels? Absolutely. By expanding the seeding of the grassroots the team is enhancing a rabid youth fanbase. By bringing in quality friendlies and exhibitions around their MLS matches the team can further diversify its fan base. By addressing any and all issues with their core fan base, they make brand loyalty even stronger. And, of course, a winning and exciting club doesn't hurt in the most competitive of sports markets.

In years past, perhaps the way to fill a stadium and garner coverage was solely driven by success on the field or pitch. However, today's environment requires more — access, activation, grassroots support — as well as a high quality of play. Red Bull the brand is all about the experience and the thrill. All signs are pointing for Red Bull the team to mirror that philosophy now more than ever, which can make for a fun and fruitful season both for the team and for the sport.

Joe Favorito has over 24 years of strategic communications/marketing, business development and public relations expertise in sports, entertainment, brand building, media training, television, athletic administration and business. Visit him at JoeFavorito.com.