With the recent conclusion of D.C. United Women's inaugural 2011 season, Chris Hummer, a partner of DCU Women and owner of Hummersport, LLC, shared with me the integrated marketing strategies employed in their affiliation with four-time MLS Cup Champion, D.C. United.
D.C. United Women was launched on March 20 as a partnership between D.C. United and Washington Soccer Properties to exploit the branding and operational expertise of D.C. United, while expanding the reach of the MLS club. Washington Soccer Properties fund and field DCU Women, but benefit from DCU's status, acumen and relationships. In return, D.C. United expand their brand and connect with a wider community in new ways at little to no cost.
“The [D.C. United] brand itself offers instant credibility, allowing us to focus on the business of building a great product and generating revenue instead of spending resources on educating the public about who are,” said Hummer.
“In other words, we don't have to convince fans they are sure to see top quality soccer since they assume that based on the endorsement of the local MLS team. Our job, which is no different than any sports team, is convincing fans to come to the stadium in the first place.”
D.C. United Women
At this point, D.C. United Women roster U.S. National Team players, former professionals and college stars without compensation, although some non-WPS teams reportedly do provide compensation. DCU Women played their five home games in the Maryland Soccerplex and visited opponents in New York and New Jersey. The home attendance in Maryland varied between 583 and 1,052 and averaged at 832.
Under head coach Michael Jorden and assistant coach Cindi Harkes, D.C. United Women (5-3-2, 17 pts, +6 GD) finished their inaugural season third in the Northeast Division of the four-division, 27-team USL W-League. They have higher aspirations for 2012.
According to Hummer, in 2011, D.C. United collaborated with D.C. United Women in the following practices:
- "Extensive pre-season meetings at the highest level to establish a full-season plan, from team operations, equipment, sponsorships, and marketing.
- They asked us constantly what we needed and did their very best to get it for us.
- They offered space at RFK training fields as long as it wasn’t already reserved by the youth academy or camps program.
- We did all of our equipment and merchandise ordering through their vendor relationships.
- They linked to our website from multiple places on theirs and actively re-tweeted our news and promotional announcements.
- They allowed our players to “activate” for the team at RFK during MLS games. We ran out of time to have the whole team introduced from the field at halftime, but we’ll do that next season.
- They activated at our games, including Volkswagen cars, tents, and sent mascot Talon and their videographer as requested.
- Their ticket reps promoted us to their club contacts.
- They arranged for a handful of [DCU Women] players to meet the media at RFK during one of their games.
- They collaborated with us to utilize our players for several player appearances when their players were unavailable.
- We shared strategic media and business contacts where applicable." - Chris Hummer
With these advantages, D.C. United Women were able to incorporate best practices and capitalize on economies of scale and long-standing business relationships while eliminating the costly learning curve of establishing recognizable status. In return, DC United spread their MLS brand in a wider footprint and as a more dominant force in the market.
“While everyone is tight on cash flow these days, there are an enormous number of things MLS teams could do to support a women’s team in their market without ever stroking a check,” said Hummer.
“That’s the situation we had in D.C., and it worked very well – especially considering it all came together less than 60 days prior to our first official match.”
MLS club/women's team affiliations growing
D.C. United is one of three MLS clubs to affiliate with women’s teams in 2011. Expansion Vancouver Whitecaps entered MLS in 2011 with an established and fully-funded W-League team and in 2011, FC Dallas launched a fully-funded WPSL team to expand their extensive girls development program through the college years.
According to WPS Philadelphia Independence owner David Halstead, several women’s teams in MLS markets, including Seattle, Dallas, Portland, Toronto and Vancouver, are considering entering WPS in 2012 or beyond. While the future of the current incarnation WPS is somewhat shaky, steadily-growing interest in women's soccer is evidenced by the lucrative youth club and tournament market and increasingly professional teams throughout the U.S. in the USL and 60-plus team WPSL. Many of the W-League teams already have affiliations with men's USL clubs.
While MLS as a league has no intention of becoming involved with a women's league in the forseeable future, there are no restrictions on individual MLS clubs from developing affiliations or growing the sport as they see fit.
"Major League Soccer supports the initiatives of our clubs to grow the game at all levels," said MLS executive vice-president Dan Courtemanche, "whether it is growing the academy system or forming a women’s team."
MLS club affiliation with women's teams can be regarded in a similar way as the clubs' academy development - according to resources, geographic situation and interest. MLS only required clubs to offer two fully-funded boys teams in the Academy League and in response, some clubs expanded into networks of hundreds of boys and girls teams and in other states, while other clubs only maintain the minimum two teams. Just as the MLS clubs with innovative academies are closely regarded in terms of benefit and cost, so will be the three existing MLS club affliations with women's teams.
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