European Football Clubs Pre-Season in the U.S

Class: Introduction to Marketing
Project Duration: 3 months
Type: Academic Research Project
Tools Used: Independent Research, Observational Analysis, Live-event Attendance

As a lifelong football fan and a marketing student, I was curious about the increasingly popular phenomenon of European football clubs competing in preseason games in the United States. For my Introduction to Marketing course, I delved into the phenomenon to learn more about the thinking behind the strategy and the opportunities it presents to both the clubs and to the US market.

I approached the project from a simple question: Why are European soccer clubs traveling to the U.S. during the summer to play preseason games, often only weeks before they start their league seasons? I wrote this for me from several angles—brand extension, merchandising, fan development, and sponsorship. But beyond good articles and market studies, I actually attended one of the games. Actually being part of the live audience provided a very different view of the atmosphere, marketing activations, and fan engagement that does not always translate into the reports.

I submitted a comprehensive report of my findings after three months of research and analysis. My professor appreciated the way I combined scholarly research and practical experience, and I received an A on the project. More significantly, the project enhanced my appreciation of how brands can become global by learning about and connecting with diverse audiences.

The biggest take away was learning how early on this is and how much room there is to grow. From very limited in-stadium experiences through lots of untapped ticket sale potential, I'm now able to see the business as well as the fan experience through clearer eyes. That ended up being such a wonderful example of the way that my sports interest and my marketing studies could meet and create meaningful value.