Activation Strategy

for the U.S. Soccer Federation

Engage U.S. Soccer Fans

Created a new activation strategy for U.S. Soccer in 2013 that wove together fan events leading up to a match. FanHQ became the strategic umbrella for fan and sponsor activation, driving local and national media and interest, and is still used to this day.

At Home and Abroad

FanHQ was pioneered at matches in the U.S., then taken abroad to major matches in Europe as well as the World Cups in Brazil (2014) and Canada (2015) where our events attracted global media coverage, celebrity appearances, and millions of social media views.

To Drive Affinity.

The concept was designed to be flexible and has grown and changed over the years, incorporating pickup soccer, roving street crews, player meet and greets, pep rallies, concerts, celebrity appearances, prematch parties, and outdoor viewings.