With more than 25 years experience in working with football clubs across the UK and Europe, our team were chosen as the creative partner to move forward the brand of 2010 MLS champions Colorado Rapids. With the aim to reposition the brand within the crowded sports market of Denver, where no fewer than nine professional clubs battle on a daily basis for share of voice. By raising awareness of the Soccer Club within a state that holds the accolade of being the fittest, healthiest in the USA, due to the fact that its residents participate in more activity than any other. Today, our work continues to influence all aspects of marketing, fan-engagement, extending to player acquisition, coaching and style of play.
Key challenges were to increase overall attendance and season ticket holder numbers, drive commercial revenue streams and reach out and inspire the local community. As with all projects of this nature, we started by creating a visual identity guide for the club, which covered all branding elements from the introduction of ‘Colorado for Life’ as the club's mantra to online and offline marketing content. To ensure all projects were seen as being authentic and sustainable, we worked closely with senior management and coaching staff, as well as commercial and marketing teams to introduce disciplines that continue to deliver year-on-year improvements in ticket sales and commercial revenue.