Chris Stearns

Club America’s New York Office Part of a Larger Trend

The United States is a growing soccer market and that extends well beyond our domestic league MLS.
More and more international clubs and leagues are starting to plant stakes in the ground in different formats. FC Bayern has turned their US Twitter handle into a cultural force and has an office in NYC. They’re soon to be joined by the Bundesliga itself and French club PSG. Maybe they’ll be neighbors with FC Barcelona who also have a New York office.

Additionally, the Premier League continues to be popular among soccer fans in the States. NBC saw a record number of total viewers for the 2017-18 season. Our team also manages their US Twitter handle, PLinUSA, along with Liverpool’s US handle. Back in July, Chelsea also launched ChelseaFCinUSA to help grow and engage their fan base in the States, while Man City has recently hired a full-time content producer who works out of New York with a focus on America.

Earlier this summer, I wrote about Club America’s push into the US market with their English-language Twitter account. They’ve gone and taken that one step further with their announcement earlier this week that they too are opening a U.S. office this fall. It, of course, will be in New York.

The above letter talks to their posting in the U.S. market already – touting their 6 million plus fans, the number of matches they play here already, and the best viewership numbers between other soccer clubs and leagues. Having a permanent presence in New York will help that grow, as the club can more easily work with media and brand partners.

We’ll be keeping a close eye on this throughout the fall and into next year, while also wondering which club or league will be next.

Categories: Hispanic Marketing