The Top 5 Takeaways from Orlando Pride’s Soccer Brand Kickoff Success
This past spring, the Orlando Pride broke the NWSL record on attendance in their inaugural home match against the Houston Dash. The previous record of 21,144 was no match for the Pride as they hit 23,403.
The secret behind their success? The market excitement for soccer in Orlando, of course. Building off the enthusiasm for the team, fans from central Florida flocked to see the team start the season and were pumped for a win. But while there may have been some excitement already for the team in general, strong marketing and public relations fueled the team’s campaign to create a bigger fan base that led to record breaking attendance and support.
Orlando Pride’s marketing success is a combination of a strong team logo, innovative promotional materials, interactive social media and aggressive public relations efforts as well as sponsorships. Read up on how these tactics ultimately lead to one of the strongest fan bases in NWSL history.
1. Orlando Pride Logo
First things first, the team needed its own logo and name separate from the men’s team. The Orlando Pride logo is based upon the fountain at Lake Eola. It features the same City Purple, the OCSC color choice and Eola Blue, symbolizing the fountain at Lake Eola along with the lakes of Central Florida.
The logo is unique because of the landmark that is easily recognizable by people who live in Orlando. This established a special connection for fans to the symbol. Events such as Magnet Mondays, where the marketing team passes out magnets of the logo, helped the brand materials distribute across all central Florida.
2. Promotional Materials
The Orlando Pride #ScarfTheCity campaign played a huge role in the team’s initial marketing buzz. Scarf the City was a day-long event where the marketing team hung, hid and placed more than 1,000 scarves in dozens of locations throughout Central Florida. The scarves were meant to be found for fans to keep, some even had a “Golden Ticket,” which gave fans two tickets to a game and a chance to meet Alex Morgan, the star player for the Pride.
The result of the campaign’s success led the hashtag #ScarfTheCity trending across all social media.
3. Social Media
The OSCS brand is strong in the social media game. The team is able to engage fans with hashtags such as #FilledWithPride and #VamosOrlando.
This communication adds authenticity to the brand. With trending hashtags and fan engagement through social media, the brand built a huge follower base with almost 200K followers on Twitter and Instagram and more than half a million on Facebook, a great achievement for any team.
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