What We Do

We provide integrated marketing services across 11 key disciplines:

CUSTOM RESEARCH

Comprehending consumer insights is where everything starts at GESM. We get down into the nitty-gritty of understanding the motivations behind fandom choices, soccer consumption habits, the impact of cultural influences, and an appreciation for how fans discuss and share their passion.

We conduct custom quantitative and qualitative research initiatives that deliver actionable insights to help guide the marketing and promotional decisions for our clients.

  • Online fan surveys
  • Intercept surveys
  • Phone interviews

  • Focus groups
  • In-depth interviews
  • Engagement journals and diaries

STRATEGY & THOUGHT LEADERSHIP

Brands, media companies, agencies and industry executives seek our counsel to help shape their marketing strategies and guide their investment in the sport.

We believe great strategic thinking happens when you combine deep practical experience with a driving thirst for the new and different.

On one hand, we have over 28 years of direct experience and executed literally hundreds of soccer initiatives across dozens of different industry sectors. There’s not much we haven’t seen or done, giving us an unrivalled bedrock of real-world knowledge.

On the other, our culture is creative and innovative at heart. We are constantly seeking to unearth new and engaging ways to turn our insights into fresh actionable ideas.

  • High level executive consultation
  • Strategic and activation plan development
  • Soccer immersion and education sessions

  • Sponsorship evaluation and recommendation
  • Campaign development

SPONSORSHIP SERVICES

We’ve worked with all the soccer properties, rights representation companies and talent agencies. We know the relative strengths, weaknesses and market values of every opportunity.

As an agnostic agency (we don’t sell corporate sponsorships) we are solely focused on undertaking the most comprehensive review of the entire sponsorship landscape and providing objective and transparent consultation.

  • Sponsorship property identification and evaluation
  • Athlete endorsement evaluation
  • Strategic consultation
  • Contract negotiation

  • Program stewardship and property management
  • Asset tracking, oversight and fulfillment
  • Measurement, analysis and reporting

EXPERIENTIAL MARKETING

We bring custom brand experiences to stadiums, pubs, soccer fields, retail locations and the streets.  From concept ideation through to execution and measurement, our events team provides a fully turnkey event activation service.

From managing the FOX Sports World Cup House at SXSW and facilitating national product demonstration tours for Microsoft requiring over 1,200 brand ambassadors, to the more modest targeted lead generation activities at youth soccer events for Yingli Solar, no project is too big or too small.

  • Concept development
  • Venue selection and management
  • Experience design and fabrication
  • Staff recruitment, training, management
  • Permitting and logistics
  • Mobile marketing programs
  • PR Stunts

  • Product trials and sampling
  • Lead generation and data capture
  • F&B management
  • Athlete appearances
  • Mascot programs
  • Trophy tours
  • Hospitality and VIP hosting
  • Measurement and reporting

SOCIAL MEDIA MARKETING

Authenticity matters.  When engaging with soccer consumers via social media you better have a deep grasp of the subject matter.  We understand how to talk to soccer people, because we are soccer people. It’s the reason clients like the Premier League to Pepsi trust us to carry their message to a US audience.

Each and every day our digital team publish dozens of pieces of original soccer content and engages in direct social conversations with hundreds of individual soccer fans in the U.S.

  • Social community management and conversation
  • Social media marketing strategy
  • Content mapping and placement

  • Social channel “takeovers” using soccer influencers
  • Targeted media buys and placement
  • Measurement and reporting

INFLUENCER MARKETING

Our relationship with influencers is built on a mutual appreciation for the sport of soccer – a foundation that extends well beyond a mere commercial campaign transaction. With over 2,500 authentic soccer fans we have the most comprehensive network of macro and micro soccer influencers there is. An audience developed over years of collaborations and nurtured each and every day.

From concept development to influencer selection to program execution to measurement and optimization we provide an end-to-end influencer engagement service.

  • Sponsored social posts
  • Sponsored blog posts
  • Custom content
  • Influencer takeovers

  • On-premise events & promotions
  • Product utilization & placement
  • PR stunts
  • Seeding kits & gifting

BRANDED CONTENT

For branded content to resonate with the target audience it must deliver relevant value via entertainment or education. As the soccer experts we understand what fans will and won’t find appealing.

To deliver the best branded content solutions to our clients we pair our in-house talent with a nationwide network of reputable soccer storytellers and artists.

  • Content strategy
  • Concept ideation
  • Copywriting
  • Art direction

  • Graphic design
  • Talent procurement
  • Video capture and photography
  • Content development, editing and production

CREATIVE SERVICES

As an independent agency we have the ability to approach every creative assignment with a custom solution. By leveraging the expertise of in-house and out-of-house talent we assemble the best team for the assignment at hand after evaluating all design, budget, and timeframe considerations. Every member of our team though has two things in common. They are both great designers and authentic fans of the beautiful game.

  • Creative direction
  • Campaign development
  • Logo design and branding
  • Video production
  • Web development

  • Social content design
  • Illustration and animation
  • Event and signage asset design
  • Print asset design

PROMOTIONAL MARKETING

Even the brightest of promotional ideas needs a proper hook. We understand how to construct a strong soccer value proposition that motivates consumers to take action. Our team will craft the mechanic, coordinate the program, execute and promote the promotion.

  • Sweepstakes and contest management
  • Shopper marketing
  • Lead generation

  • Campaign prizing
  • Targeted media placement
  • Message seeding and buzz-building

HISPANIC MARKETING

An executive from Univision once said that the three most important sports for Hispanics are Futbol, Futbol and Futbol. The dynamic U.S. Hispanic community has a special affinity for soccer and represent a key audience for many clients.

Our long-standing strategic alliance with AC&M Group ensures that we can live up to our name and provide the highest quality “Gilt Edge” expertise to brands looking to connect with acculturated and un-acculturated Hispanic soccer consumer.

  • Brand strategy
  • Consumer insights
  • Campaign development
  • Event marketing

  • Digital content production
  • Influencer outreach
  • Media buying

YOUTH SOCCER MARKETING

84% of youth soccer parents attend most / all of their kids practices and games, making youth soccer an ideal environment to reach the family unit. But many agencies see soccer’s grassroots as a tedious and confusing environment. For us, it’s a home away from home, and represents a powerful environment for many of our clients to engage directly with youth soccer players and their parents:

  • Youth soccer marketing plan development
  • Event & club identification and negotiation
  • Experience development
  • Design & fabrication

  • On-site execution
  • Data capture
  • Measurement and reporting