Asserting its position as a soccer city, Charlotte will is one of the host cities for the 2015 CONCACAF Gold Cup. The Queen City is no stranger to the Gold Cup having hosted two matches in the 2011 tournament. Charlotte is fast becoming a key destination for soccer in the U.S. after hosting the Liverpool vs. AC Milan friendly, which drew more than 70,000 fans to Bank of America stadium. What this means for city coffers is huge.
This Liverpool vs. AC Milam game, for example, created $16.5 million in revenue for the City of Charlotte. The economic impact will likely be even greater when Mexico takes the field on July 15 at Bank of America stadium due to the large Mexican soccer community across the U.S. “El Tri” fans will descend on Charlotte, which will be a “golazo” for both the city and consumer brands.
Given the unique culture surrounding both soccer and the Mexican fan base, understanding the market through cultural connection will be crucial for brands if they intend to capitalize off of this infusion of soccer capital into the economy.
“Most brands do not have the specialized knowledge and understanding of the soccer market, the soccer fan, and particularly, the Mexican fan,” says Jaime Cardenas, CEO/Founder, AC&M Group. “Employing an agency with practiced knowledge of the market surrounding the Mexican National Team can bring brands huge rewards.”
In terms of game attendance, Mexico is the most supported national team in the U.S. The team drew 191,000 spectators to its three pre-World Cup friendlies, which was double the attendance of the U.S. Men’s Team friendlies.
With this biennial tournament on our home turf, the time is now for businesses in Charlotte and beyond to cash in on soccer. To do so, they must invest in specialized marketing solutions by doing the following: utilize calculated, culturally relevant marketing strategies developed by professionals in the industry.
The Gold Cup presents a unique opportunity for brands to target a huge consumer base that has been proven time and again to provide big returns.