Maybe it was a combination of new leadership on the business side in the States, new leadership in the coaching ranks and a swift kick of reality by two other clubs…one on Long Island, the other not even in existence yet, but the New York Red Bulls brand made some solid strides on many levels this year.
Wednesday night’s loss to the Houston Dynamo prematurely ended the season for the team and its supporters, but the 2013 campaign seems to have brought an expansion of brand and a more positive future for a club that always seemed to be stuck on status quo.
On the field, the leadership and openness for homegrown coach Mike Petke was a refreshing change of pace, and his down to earth style and understanding of the business side of the club off the pitch, coupled with leading New York to its first-ever Supporters’ Shield for the best record in MLS, was a huge step forward in stability. The infectious play and personality of Tim Cahill gave New York star power on and off the field, and even Thierry Henry, in the twilight of his career but still bolstering the Red Bull attack on the field, broke from his standoffish mode with doing more press and promotions to help create more awareness and interest away from the game than at any time since he signed with the club.
The marketing push leading into their inaugural NASL season by the New York Cosmos certainly identified a growing legion of soccer-conscious fans willing to give the professional game a try if they were embraced more, and the announcement and hoopla in the spring of New York City Football Club’s arrival, and subsequent hiring of former Rutgers AD and longtime sports insider Tim Pernetti to run the club, again showed the growing interest in the sport and the void that the Red Bulls weren’t filling.
The result was an increased marketing and branding focus by the club; holding viewing parties in places like Brooklyn, expanding an ad campaign to areas like Fort Lee, a larger community presence on the grassroots side, and of course the success on the field. The results saw larger crowds as the season came to a conclusion, and although there were surprising swaths of empty seats in Red Bull Arena Wednesday night, the recognition by casual fans in the area of what the club has been doing was certainly felt more this fall than in previous years.
Is it all perfect? Not yet. The Red Bull domination on the marketing side is a blessing for those who activate and enjoy the brand, but it puts a hindrance on adding brand partners who can co-market the club through other partnerships. The lack of baseball success in the area during the fall led to some advanced media opportunities, but the lack of radio in English (even at a time when NYCFC has already signed WFAN as their English language radio home two years from now) or even streaming is still a loss for exposure. The club has rising and established international stars, but adding a top flight and marketable American to the mix would also do wonders. The ramped up work on MSG Network…the only live sporting programs all summer on the channel…is certainly a help as well but more integrated and expanded broadcast coverage can certainly be a plus going forward. There was growth on the grassroots side, but a look around the malls of New Jersey still sees young people wearing more Real Madrid or Chelsea apparel than a Red Bulls kit. The Red Bulls supporters are growing, but still more needs to be done to tell their stories and expand the brand. Red Bull Arena remains one of the gems of stadium builds in the area in recent years, but its Spartan appearance inside still leaves it feeling cold and without a great deal of character and personality, and the ongoing parking issues around the stadium remain a work in progress.
In the end, the club’s March to the best record and their increased presence in the marketplace was a huge step forward, and going into a World Cup year can only help accelerate the growth of the Red Bulls brand, especially with an anticipated marketing and branding pitch coming from across the river as NYCFC finds its home and solidifies its presence. The season fell short of a title, but it was a season of growth for New Jersey’s soccer club, one which was very much welcomed and should be noticed not just now, but in the years to come.
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