MLS Launch Party
February 19, 2019
Major League Soccer (MLS) | Sports and Entertainment | Creative Direction | Web Design and Development | Project Management | Event | Marketing | Merchandise | Brand Identity | Experiential Marketing
Overview
I led the creative direction and marketing strategy for the Nashville SC MLS launch party, celebrating Nashville's entry into Major League Soccer (MLS). The event at Marathon Music Works featured live music, the unveiling of the club’s new brand, and widespread media attention.
Our efforts in community engagement, brand development, and strategic partnerships resulted in a sold-out event, significant press coverage, and a fully engaged supporter base. This event was the opportunity to not only celebrate the bid we competed for against 11 other well-deserving cities, but also launch the new elevated brand to take us into the major leagues for fans to garner ASAP.
High-Level Overview of Strategies:
Brand Conception and Launch:
Bringing the “MLS” brand to life while balancing brand loyalty and revenue for the existing brand for the lower division, USL. Strategically building up anticipation and hype for the upcoming MLS season while valuing the USL season as a way to jump on the bandwagon (respectfully) and get ready for the top league in the nation.
Experiential Marketing
Collaborating to produce a once-in-a-lifetime experience for Nashvillians and MLS fans to celebrate the launch of the MLS brand the only way Nashville can - a concert with a chart-topping band in a popular music venue.
Capturing momentum
Leveraging the attention from sponsors, partners, press, media, fans, and allies alike to launch us into MLS with ferocity.
The Challenge
The challenge of unveiling the Nashville SC MLS brand was not just about making a splash—it was about taking a calculated risk.
At the same time, we needed to create an event that would make an impact both locally and across the broader soccer community.
The stakes were high. The launch had to generate excitement and engagement among our passionate supporter base, but it also had to capture the attention of media and fans nationally, setting the tone for Nashville SC’s entry into MLS. Balancing these expectations required a bold, culturally relevant, and highly polished brand unveiling that would leave a lasting impression.
Key Challenges Included:
Transitioning from USL to MLS
The transition from our successful USL identity to a fully professional MLS brand had to be smooth. We still had another FULL season of USL soccer to play, we were keenly aware of the need to still gain revenue for a brand that was know to be soon-retiring.
Balancing Local Loyalty with National Appeal
As we transitioned to MLS, the brand needed to evolve for national relevance amongst a different set of existing brands, while maintaining the authenticity and community-driven spirit that our loyal USL fanbase had grown to love. We needed to evolve without alienating the supporters who had helped grow Nashville SC’s grassroots presence.
Preserving Nashville’s Cultural Identity
The brand had to stay true to Nashville’s unique character, especially its musical heritage, while positioning the team as a modern, competitive MLS contender. This balance was essential to winning over both local fans and a broader audience.
Generating National Media and Press Coverage
We needed to create national buzz, ensuring that the launch wasn’t just a local success but received widespread media attention to establish Nashville SC as a rising force in MLS. Getting the bid was great news, but we needed to sustain and even build exponentially. This meant securing coverage across national outlets and social media platforms to amplify our reach.
Public Risk of a Brand Unveiling
A public launch carries significant risks. Unveiling a new logo, colors, and identity can lead to divided opinions, and we needed to ensure that the reaction from both fans and critics would be overwhelmingly positive.
The Solution
To successfully introduce the new Nashville SC MLS identity, we developed a multi-layered approach that combined local pride with national reach. Our solution focused on balancing bold design, immersive fan experiences, and extensive media engagement to ensure the launch made a lasting impression.
This activation was a multi-month, team effort. With a 360 degree marketing effort expertly synchronizing efforts from all teams, partners, key community members, and countless late nights on laptops, we created an experience people will never forget. As brand ambassadors, we needed to clearly translate why this designs is worn on our hearts and chanted from stands. We wanted to communicate the multi-layer approach combining local pride with national reach. Every decision in this event was infused, ensuring we told this story at every touchpoint, ensuring fans and media understood how the brand represented both the city’s identity and the club’s evolution.
Storytelling.
The brand was developed by a third party with the ownership group. When it got to the Nashville SC internal team, with me at the helm of brand, we knew we had to be the brand ambassadors to bring it to life and tell a story that was undeniable to our fans and city.
With the new brand being bolder and more abstract than traditional soccer crests, we focused on crafting a compelling story that explained the "why" behind it. The crest’s sound wave design and Acoustic Blue and Electric Gold colors symbolized Nashville’s musical soul. We told this story at every touchpoint, ensuring fans and media understood how the brand represented both the city’s identity and the club’s evolution.
Motion was especially important in the assets so people could see the sound waves at work.
Timeline
As opposed to seeing the final USL season as a challenge, we turned it into an asset. We used the final USL season as an asset to create a social movement for people to join, get a taste of what MLS could feel like, and get excited about the upcoming MLS season. We created a strategic communication timeline to slowly drip MLS information, still keeping it a secret until the large event.
We developed a strategic timeline that built anticipation over several months, using the final USL season as a platform to build momentum for the MLS launch. Through carefully planned teaser campaigns, community events, and engagement initiatives, we kept fans invested in the journey from USL to MLS, ensuring they were primed and excited for the brand unveiling at the launch event.
Targeted Fan Engagement
We made sure key supporters and partners were central to the event. We invited supporter groups, local business leaders, community partners, media, and celebrities who had been instrumental in bringing MLS to Nashville. This mix of passionate fans and influencers helped amplify the launch, ensuring the brand’s reach extended far beyond the event itself.
Merchandise and Jersey Reveal
To bring the new brand to life, we collaborated with Adidas and MLS’ Apparel Partners to unveil the official Nashville SC MLS jerseys and merchandise. Exclusive merch was made available at the event, creating a sense of urgency and excitement among fans. Attendees had the first opportunity to purchase and wear the new gear, helping to spread the brand visually in the community.
Immersive Brand Experience
To create the excitement and camaraderie of a soccer match, we hosted the event at Marathon Music Works with a live performance from Judah & the Lion, a top-charting local band. This wasn’t just a launch—it was a full experience activating all senses, with fans chanting, celebrating, and connecting through the music and soccer passion that defines Nashville. The event was designed to mirror the energy of a matchday, complete with cheering and excitement.
Comprehensive Marketing and PR Strategy
Our 360-degree marketing and PR strategy ensured maximum coverage. We launched digital campaigns, social media teasers, and press outreach to build anticipation. The launch garnered widespread attention from national outlets like MLS Soccer and ESPN, leading to a 200% increase in social media engagement. This multi-channel approach ensured that the buzz around Nashville SC’s brand launch reached a national audience.
The Outcome
The Nashville SC MLS launch party was a resounding success, achieving all key goals and delivering impressive results across the board.
The event solidified Nashville SC’s place in MLS, combining strategic storytelling, a seamless brand transition, and a deep connection to the community.
Fan Engagement
Over 2,000 fans (sold out capacity and attendance) attended the launch, with social media engagement increasing by 200% following the event.
Media Coverage
The event garnered extensive press coverage from national outlets such as MLS Soccer and ESPN, positioning Nashville SC as a rising force in MLS.
Excitement Amongst Fans
Controlling the narrative about the brand change and having positive feelings and brand association overall, measured by in-person feedback and PR social voice data.
Merchandise Success
Exclusive jerseys and merchandise sold out quickly, further driving excitement and visual brand presence in the community.
Seamless Transition from USL to MLS
By blending the old and new, we ensured that loyal supporters embraced the rebrand, while new fans were introduced to a bold, dynamic team identity. The team was poised to continue building on it’s momentum with further announcements coming soon with understanding about the two visual identities.
Personal Reflection:
The Nashville SC MLS launch was one of the most fulfilling projects I’ve ever worked on. I had the unique responsibility of working in complete secrecy on the brand, as the only person entrusted with the design to ensure the launch remained a surprise. I collaborated with various printers, partners, and collaborators to guarantee that the brand’s look and feel would be cohesive for years to come. This meant meticulous attention to detail, from color codes to ensuring every material matched the vision.
One of the most intense aspects was building the MLS microsite. I was the sole person responsible for it, working late into the night leading up to the launch. On the day of the event, I sat in the control room, monitoring every detail like a game-day presentation, anxiously waiting for the perfect moment to hit the button to make the site live. The pressure to ensure it would cache at just the right moment was immense, but when everything aligned perfectly, the sense of accomplishment was overwhelming.
This project taught me how powerful collaboration and precision are in ensuring a brand launch is successful—especially one that so many people have been eagerly awaiting.