Introduction to Marketing & Sponsorship

Hi,

I'm Jen Cramer

and I'm the Executive Vice President of Partnership Marketing and Media Solutions

at Major League Soccer and Soccer United Marketing, or SUM.

SUM is the commercial arm of MLS, founded in 2002,

with the goal of driving the growth of soccer in America.

We work with federations

like the Mexican National Team,

confederations

like CONCACAF,

and even other leagues

like Liga MX in Mexico

to promote competition across the continent.

Like some of your other professors,

I did not always plan on a career in sports.

I originally started out in law

and was working at an architectural firm

when my boss saw my potential for a career as a marketer.

I made the switch and loved it right away.

'Cause it's all about understanding consumers

and learning how to connect the dots.

Whether you're marketing a product,

like an ice cold Coca‑Cola,

or a property,

like Major League Soccer,

you always start by solving what it is your audience wants

and how to work within a team to deliver it.

As a marketer,

being good with people

and knowing how to develop positive relationships

can be a great skill set to have.

In many ways, we're dot connectors.

As I dove deeper into the world of marketing,

I went down a path working for brands you might've heard of,

like the NHL,

and broadcasters, like Nickelodeon and Turner Sports.

In the last 20 years, I've worked across just about every sport and platform you can imagine,

often responsible for leading implementation of marketing programs for major sponsors

and driving revenue by securing new partners for the league.

What does all that mean?

Well,

at one point I didn't know either.

And if you pay attention in the next few videos,

we'll cover a whole lot of it,

and maybe marketing could be a career fit for you.

I'm so excited to introduce you to marketing and sponsorship

and break down how brands show up every four years

at FIFA World Cup™,

as well as every match week in MLS.

We'll cover

sponsorship 101.

How brands show up in soccer.

Activation in action at FIFA World Cup™.

And

local versus global marketing strategies.

But first,

let's start with the basics and dive into sponsorship 101.