Sporting Kansas City announced today that it has named global marketing agency VML as its official marketing partner. VML will provide strategic planning and consulting for sponsorship activation as well as access to the agency's worldwide network of talent across multiple disciplines. Sporting Kansas City will provide access to a mix of assets including hospitality, experiential marketing opportunities and signage.
The strategic partnership is a three-year engagement with a mutual goal to showcase the natural convergence of the physical and digital worlds for Sporting Kansas City sponsors. As well, Sporting will look to partner with VML to activate innovative marketing programs and build engagement with fans for shared advertising partners such as US Bank, Microsoft, MillerCoors and U.S. Soccer.
"Together, VML and Sporting Kansas City will offer the ability to leverage innovative technology to not only engage consumers, but advance partner integration into that engagement in new and exciting ways," said Chuck Searle, chief client officer at VML. "Our focus will continue to put the fan at the center of all experiences - pre-, during and post-match."
With more than 30 digital properties, Sporting Kansas City is at the forefront of digital activation in Major League Soccer. Sporting KC ranks in the top two in MLS in Twitter followers, Facebook likes and Instagram likes, per capita, and ranks in the top three in fan engagement per month across each platform.
The alliance will leverage VML's growing consumer entertainment, sports and promotions practice, with clients such as COBRA-PUMA GOLF, Gatorade, Napa Auto Parts, and Wendy's. At the same time the partnership will leverage Sporting Kansas City and Sporting Innovations' expertise for creating the ultimate tech-enabled fan experience. Sporting Kansas City boasts 150 free Wi-Fi access points, more than 300 HDTVs and two main video boards for in-match participation.
"Forming a strategic partnership with VML is a no-brainer for us," said Jake Reid, Chief Revenue Officer at Sporting Kansas City. "VML is one of the leading marketing firms in the world and will help take Sporting KC's sponsorship activation to the next level. As we continue to grow our properties, both within Kansas City and regionally, VML will play an important role with their expertise in digital marketing."
The partnership kicks off this week and formalizes a relationship that has existed for many years between two of Kansas City's strongest, most well-known organizations.
