Over the next couple of weeks we will re-post some of our most popular interviews and guest posts from 2013. We’ll start with our Howard Handler interview from last Winter. For a blog about the business of soccer, a chat with Mr. Handler, the CMO of MLS, was a long-time goal. Below is part one of that post.
Howard Handler was named Chief Marketing Officer of Major League Soccer in early 2o12. In that capacity, Mr. Handler oversees marketing, strategy, communications, digital, events and club services for the League. Prior to joining MLS, Mr. Handler served as executive vice president, marketing and sales at The Madison Square Garden Company. He has also worked for Virgin Mobile, The National Football League, MTV, Saturday Night Live and The Quaker Oats Company.
Mr. Handler was kind enough to answer a few questions from Footiebusiness about a wide range of business topics including television ratings, partner relationships and the impact of the new ASG format on sponsorship activation. Part I of the Footiebusiness chat is below. Part II will follow on Thursday. Thanks to Mr. Handler.
Footiebusiness.com: You have significant experience growing businesses in other industries, from wireless services to entertainment giants. In what way is the business of soccer different? similar?
Howard Handler: MLS is connected to many of the other brands that I have worked on, as I have always been in the consumer marketing business in the broadest sense. The discipline of thinking about of who your target audience is, what makes them tick, why they care, what they are concerned about, what draws them to you and what prevents them from engaging with you, is very similar to the types of things we thought about at MTV, Virgin Mobile and the NFL. The difference with MLS is that we are earlier in our stage of life. We have succeeded on many fronts but we still haven’t planted our flag at the top of the mountain and that’s what drives all of us. We want to be one of the best leagues in the next 10 years, and we have a lot of work to do in order to achieve that milestone.
FB: You also have substantial background in television. MLS has managed to grow its gate and is now one of the most attended live sports in the country. Yet television ratings, if not stagnant, remain disappointing. The league has two prominent English language television partners. What is the plan to significantly grow those ratings? With the television deals coming up for re-bid/renewal, is there urgency significantly move the ratings needle?
HH: Building a national TV audience takes time and a dedicated effort. We’re very happy with our progress here. First and foremost, it’s about the quality of the product that exists between the white lines. Throughout the last several years, we have brought in big time, world class players like Beckham, Henry, Keane and Cahill, and we’re seeing many great American players come of age, like Graham Zusi, Kyle Beckerman, Chris Pontius and others. The quality of the play, an attacking style and goals make the product our greatest asset in terms of bringing in a national audience. We’ve also got a first rate set of broadcasters: ESPN, Univision, NBC in the US and TSN/RDS in Canada. They work hard to entertain, to help you see more, to understand the stakes and to keep you coming back. Our Network partners, the League and our Clubs use every available asset to promote our telecasts. As a result, we’ve seen lots of growth in the 18-34 demo, very attractive to advertisers. We’ll continue to grow our TV audience.
FB: In the recent Nielsen insert to SBJ, it was reported that the regular season national tv ad buy for MLS in 2012 was $7.5 million, more than double the $3.4 million in 2011 and significantly higher than the $4.5 million in 2010. To what do you attribute the significant increase? Do you expect this number to increase in 2013?
HH: We have placed a high priority on building our fan base and reaching more people with our message. The real step up that people observed from 2011 to 2012 related to very dedicated promotion around our big matchups and our rivalries. Our ability to communicate will never be measured by paid media because we’re not a big spender compared to most traditional brands. Our impact will be the result of the way we use our owned media — MLSsoccer.com, our database, our field boards, social media etc. – and our earned media – the different stories we pitch to media outlets, the way we create a conversation and a sense of urgency with social media. Is our content so compelling that people are going to share it and be messengers for us? We’ll continue to work hard across paid, owned, earned and partner media. If you approach this area in a thoughtful and coordinated fashion, you can really pack a powerful punch and get your message to a lot of people.
FB: In 2011 the league announced Panasonic as the Official Consumer Electronics Partner. Other recent league-wide, major category, sponsorship announcements have included Allstate and Four Points. Do you anticipate any league wide sponsorship announcements in 2013?
HH: Yes, we do. Sponsors are a critical part of our business. They have helped build the league and fulfill a good part of our vision thus far, and they will be a very important part going forward. Sponsors bring tremendous resources, not just financial, but distribution channels, media content, and their consumers and fans. We are thrilled with Panasonic and all the existing ones that we have had before. They can help us go a long way, and without them we wouldn’t be as successful.
FB: In a November interview with Sports Illustrated, Commissioner Garber indicated that you were working on “a great vision we’ll be launching soon on our rebranding of the league and tapping into the real supporters culture that exists”. What can you tell us about that rebrand and that vision? What should league fans expect to see?
HH: We started the soft launch back at All-Star with “This is Soccer,” which is our call to action. It’s a confident declaration of what makes us special and what typifies MLS versus all the other options people have for spending their time. You can see it all over our website, social channels, within all of our owned media, and our clubs are embracing it. We’ve got lots of additional aspects of this campaign rolling out during the 2013 season and beyond. By having a focused message, tone of voice and marketing plan, we are confident that we will reach and inspire the next wave of fans.
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