Growing a brand and a fanbase.
San Jose Earthquakes Brand Strategy, Design & Marketing Campaigns
Our relationship with the Quakes grew from another long-term relationship Partner Kevin Gammon enjoyed with the Oakland A’s, and his long-time love of organized sports and helping teams define their brands and grow their fanbase.
Give the fans ownership
Our challenge is to bring more fans to the beautiful game and do it in a large, fractured market where there are plenty of other entertainment or leisure choices on any given night or weekend. Our strategy, first and foremost, is to encourage locals to be a part of this team. This is San Jose’s team, and the stadium is not just our home, it’s their home too.
A team is a brand
A great team has a guiding philosophy, a clear purpose and while the players may change the soul of the team remains. The same is true for a great brand. It is our shared responsibility to imbue the the soul of the Quakes brand into every touchpoint– season and game-day tickets, outdoor advertising, digital advertising, social, video and even the “win pins” given out to fans for each victory.
“I am constantly being asked about individuals. The only way to win is as a team. Football is not about one or two or three star players.”
