Brand Launch: Manchester United W.F.C. Launching an NWSL Team in Manchester, Connecticut
Prepared by: Meghree Marselian
Date: March 25, 2025
Tagline: Two Manchesters, One United
Target Audience:
Female Sports Fans in Connecticut and New England:
Girls and women aged 11 to 50 who reside in Connecticut and the broader New England area. They are passionate sports enthusiasts – and could participate in a sport recreationally or through a school program – who want a team to call their own. They often feel overlooked due to having to support teams from New York, Massachusetts, or Pennsylvania and want a team that represents Connecticut. They are eager to find a team and franchise that reflects their identity and values. They are also community-oriented people who want to build traditions and shared experiences and want to create those memories with a non-traditional – NBA, NFL, etc.- sports league. This audience also has some form of digital engagement because they actively follow sports culture and updates.
Deliverables and Media Channels:
- OOH Ads
- Billboards: Billboards will be placed in high-traffic areas and near universities, community centers, and popular sports bars, restaurants, and arenas to catch the attention of drivers and pedestrians during their daily commutes. The goal of this billboard is to intrigue people enough to go to the website linked on the billboard to read the announcement and other important information.
- Posters: Posters will be displayed on university and community boards to attract younger audiences. They will also be placed inside and outside of sports bars, local restaurants, and coffee shops, seeing as large groups of people congregate in these areas and the former two locations usually have multiple sporting events playing on their televisions.
- Digital
- Newsletter: A newsletter of the announcement will be sent to U.S.-based Manchester United F.C. and W.F.C, Premier League, Women’s Super League, and soccer fans. This targets a large portion of soccer fans in Connecticut and the New England area. It will also be distributed to local soccer associations, youth sports organizations, and NWSL fan clubs across the region to gain the attention of the younger target demographic and their families.
- Instagram Campaign: An Instagram campaign that contains four posts will launch a week after the expansion team is announced on sports media platforms. This campaign targets the younger and more technologically savvy section of the target audience and will allow for the news to be easily accessible and shared with others.
- A Blog Post: A blog post summarizing the announcement and other exclusive events will be published through the team’s official website and shared through other digital channels. This allows readers to find all the necessary information about the expansion and how to stay updated in one place.
Goal:
This campaign aims to fulfill three goals. First, the main goal is to successfully launch and introduce the Manchester United W.F.C. and team to the Connecticut and New England sports market. Building strong brand awareness will ensure that the team becomes recognizable and respected within the region. Second, the campaign aims to create a connection with the area by highlighting the franchise’s history, legacy, and community. Because Manchester United W.F.C. has a rich history, it will integrate into the region’s sports culture. Finally, the campaign will drive interest in the target audience to purchase season tickets in preparation for the upcoming season as well as increase inquiries about purchasing general tickets. A strong push for ticket sales will help establish a dedicated fan base and build momentum toward the first game of the season.
Why We Need It:
This campaign is necessary because it will successfully introduce Manchester United W.F.C. to the United States and ensure its long-term success. To bridge the gap between the team’s British and global identity and its U.S. fan base, a campaign must connect the club’s legacy with the passion of American sports fans. The campaign will also allow for awareness to be built for a new team entering a competitive and heavily saturated sports market, which is crucial in standing out among well-established teams and will determine the strength of the expansion team’s fan base. Finally, the campaign will highlight what makes this club unique and integrate with the culture of Connecticut and New England to differentiate itself from other NWSL franchises.
************* I am not affiliated with Manchester United or the NWSL. This is for a university project. *************