Our message and statement about who we will target and how we will connect with potential fans.
Message Overview:
It was inevitable that the entertainment capital of the world would become one of the professional sports powerhouses in the US. In the last five years, Las Vegas has gotten three new professional sports teams. With the Raiders moving from Oakland, the Golden Knights forming as an NHL expansion team, and the Las Vegas Aces relocating from San Antonio, it only makes sense for the fastest-growing sports city to get their foot in the door with one of the fastest-growing sports leagues in the world. The Las Vegas Aces are the reigning WNBA champions and have made four conference final appearances in their five years in Las Vegas. Similarly, the Golden Knights have seen great success with four playoff appearances in five years, with a notable finals appearance in their inaugural season. A new MLS team in Vegas would look to continue the trend of dominant Las Vegas teams.
The days of the MLS being the “retirement home” for European stars in the twilight of their careers are over. Teams will likely be hungry for European stars looking for a fresh start after LAFC won the 2022 MLS title with the additions of Gareth Bale and Giorgio Chiellini- and the Royals are poised to strike. With Gerard Pique at the helm, the Royals have been able to bring in Bukayo Saka, Hector Bellerin, and Paul Pogba as three of the biggest signings in MLS history. The MLS and American soccer in general have gotten more competitive and popular in the last few years, and it’s time for Las Vegas to join the party.
Team Information:
Colors: Royal Purple, Cream, Gold
Head Coach: Gerard Pique
Owner: Mike Tyson
Venue: Allegiant Stadium
Sponsors:
MGM Grand (Center Jersey Patch)
Allegiant Air (Team airline)
Amazon
Bicycle Cards
adidas (Jersey supplier)
Branding:
Many sports organizations are held back by their ties to a rich history, but due to the nature of expansion teams, the Royals are able to establish themselves as modern and elegant. From the purple, cream, and gold jerseys, to the high-tech features of Allegiant Stadium- The Royals' brand image is one of class and sleekness. This contrasts the brand associations of the Raiders, their stadium roommates, whose branding is all about grit and rowdy fan atmospheres. The Royals want to create a high-quality brand image to match their (hopefully) high-quality product on the field.
Target Market:
In addition to the obvious target markets like Raiders fans and tourists, the Las Vegas Royals have unique opportunities for carving out niche target markets due to their European stars and fashion-oriented social media presence. The Royals will target existing fans of European soccer by marketing their European stars (Pique, Saka, Bellerin, Pogba) as the figureheads of the Royals organization. This marketing will be made easier by our high-quality brand image discussed in the previous discussion, as many European soccer fans have preconceived notions about the MLS providing a lower-quality product than the major European leagues. The second target market isn’t necessarily soccer fans at all, but fans of fashion and streetwear. As discussed in the social media plan, the Royals’ social media pages and merchandising will be heavily fashion-oriented. This marketing strategy creates new opportunities to bring in fans of fashion and streetwear who become interested in the team by purchasing unique LVR merchandise or through social pages.
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