Austin FC promotes marketing leader (Score 43)

Sales lead: This promotion will affect the club's marketing strategy & could lead to agency appointments. 

• Austin FC (AFC) promoted James Ruth to CMO, effective January 2023. 
• Ruth joined the club in 2020 as marketing SVP.
• Prior to that, he served as MLS's marketing properties VP. 

AFC's target demographic: Male Gen-Z & millennial soccer fans

The organization will likely:

• Outsource some marketing duties to agency partners
• Seek sponsorships/partnerships
• Focus on building awareness & its fan base

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• 2022 spend: MLS spent about $10.5k on national TV ads in 2022. 
• 2020-2021 spend: Full-year spend fell by 17% from $176.8k in 2020 to $146.7k in 2021. 
• 2022 ad programming: It placed ads during programming such as MLS Soccer and Sábados de concierto.

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• 2022 spend: MLS spent around $6m on digital display ads in 2022. 
• 2022 data: 771.8m impressions via Facebook (60%), Instagram (30%), Twitter (4%), desktop display (3%), mobile display (1%), desktop video (1%), and mobile video (1%). 
• 2020-2021 spend: Full-year spend increased by 43% from $4.7m in 2020 to $6.7m in 2021. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, twitter.com, youtube.com, and 247sports.com. 

Additional channel insights  

• Vivvix: MLS also utilizes OOH, print, radio, and local broadcast.

**Note: The above spend information refers to MLS.**

Agency analysis:

• Opportunity: Get in touch with the recently promoted CMO to see if AFC needs any assistance.
  • AFC does not currently work with any agencies.