← View All

Launching a Professional Sports Club Identity with a Sold-Out Event

Nashville SC’s arrival in Major League Soccer was introduced through a sold-out launch event at Marathon Music Works. The night blended soccer with Nashville’s music culture, revealing the crest, colors, and team to thousands of fans. Local and national press amplified the story, and the energy carried directly into the inaugural match at Nissan Stadium, which drew nearly 60,000 supporters. The launch established Nashville as one of the league’s most passionate new markets.
Categories
Sports
Entertainment
Community Activation
image of office building (for a digital marketing & advertising agency)
Role
Creative Director, Fan Experience & Event Strategy | Internal
Client
Nashville Soccer Club
Year
2019
Status
Completed

Problem

The city had secured a Major League Soccer franchise, but the club’s identity had yet to connect with fans. A defining moment was needed to make the team real and rally the community.

  • No major fan touchpoint before the first season
  • Brand identity unproven in front of supporters
  • Pressure to create a launch moment authentic to Nashville’s music-driven culture

Actions

Designed and executed an MLS launch event that fused football culture with Nashville’s DNA.

  • Produced the official launch party at Marathon Music Works, a landmark local venue
  • Crafted the full fan experience: stage visuals, live music, team unveilings, and interactive activations
  • Coordinated appearances with players, coaches, and MLS executives to make the brand reveal personal
  • Built a media plan that extended the story beyond the room through local and national coverage

Results

The event turned a concept into reality and delivered Nashville SC’s first true “all-in” moment with supporters.

  • Sold out Marathon Music Works with thousands of attendees
  • Generated press coverage across ESPN, MLS.com, and The Tennessean
  • Positioned the club as a community celebration rooted in music and pride
  • Energy flowed directly into the inaugural MLS match, drawing 59,069 fans — the largest soccer crowd in Tennessee at the time

Impact

The launch event built the cultural foundation of Nashville SC before the team played its first match.

  • Created an authentic fan connection that carried into long-term support
  • Positioned Nashville as a passionate expansion market from day one
  • Established a repeatable model for blending local culture with club identity

Metrics

  • Sold-out launch event at Marathon Music Works
  • 59,069 fans at inaugural match, a Tennessee soccer attendance record
  • National and local coverage, including ESPN, MLS.com, and The Tennessean
  • Social engagement more than doubled during launch week

Additional Resources

image of game development process (for a mobile gaming) - collaborative team meeting
image of game development process (for a mobile gaming) - collaborative team meeting
image of game development process (for a mobile gaming) - collaborative team meeting
image of game development process (for a mobile gaming) - collaborative team meeting
image of game development process (for a mobile gaming) - collaborative team meeting
No items found.

Continue Exploring

Case Studies
View all