Chevrolet Cleats Up For L.A. Galaxy Sponsorship
Chevrolet is launching a social media effort to kick off the third year of its partnership with Major League Soccer team the L.A. Galaxy, which is in its 18th season. The “Galaxy Social Hub Connected by Chevrolet” offers online social commentary and conversations among the team's fans. It also hosts news, information and exclusive content, and is scalable to any devices.
The site, via digital agency Sanborn Media Factory, uses a tile-style format that in addition to streaming such team and match content as game statistics, player information, promotional VIP experiences, and voting also channels social platforms like Facebook, Pinterest, and Twitter.
Scott Carlis -- VP digital and social media at AEG Global Partnerships, which oversees global sponsorship and sales for AEG assets, including the LA Galaxy -- tells Marketing Daily that by consolidating social platforms, the hub creates a unified fan community. He adds that digital is critical for the sport -- since soccer, arguably the fastest-growing sport in the U.S., is growing fastest among multi-screening younger people. "This is a very tech-savvy audience. Anything we can do to create experiences that amplify a live game is extremely beneficial for Galaxy and its fans," he says. "And it provides a new channel -- an opportunity for Chevrolet and others who want to be part of a more immersive experience."
This year, the league -- with Chevrolet's backing -- is also running a crowd-sourced campaign, “#galaxyfansdecide,” a contest that allows fans to name the social Hub itself via online registration or Twitter by adding the hashtag to their name suggestion. "It is incumbent upon us to provide something comprehensive. In soccer, you are talking about an extremely passionate fan base, and one that's very community oriented," says Carlis.
Chevrolet is also presenting sponsor of the L.A. Galaxy Academy that cultivates young soccer players, who get access to Galaxy facilities, and coaching. The best players are able to sign with the professional club as Homegrown Players, and are not subject to the MLS SuperDraft like other top prospects.
All of Chevrolet’s activities over the course of the season will be supported by an integrated media campaign in both English and Spanish on Time Warner Cable SportsNet and Time Warner Cable Deportes. Kristen Rubi, a Chevrolet spokesperson for the region, says Chevrolet's involvement is a "very holistic, 360-degree integration" that in addition to TV commercials and digital elements includes at-game product placement, brand visibility and promotions.
The brand also has partnerships with MLB teams the L.A. Dodgers, Oakland A's and the Arizona Diamondbacks.