In the world of sports marketing, the challenge of promoting a team before it even has players is a unique and intriguing one. This is the story of the Portland Fire, a WNBA expansion team that had to navigate the tricky waters of brand-building without a single player on its roster.
The Brand-Building Challenge
Kimberly Veale, the SVP of marketing and communications for the Portland Fire, found herself in a familiar yet unique situation. Having previously worked with the Golden State Valkyries, another expansion team, Veale had experience in creating a brand from scratch. However, the Fire presented a different challenge: reintegrating a team into a community after a 24-year absence.
Leveraging Assets and Creating Hype
While the Fire waited for the expansion draft to fill their roster, they focused on leveraging other assets to create a buzz. The team unveiled their jerseys in January, enlisting the help of their NBA counterparts, the Trail Blazers, to promote them. This strategy, borrowed from Veale's time with the Valkyries, aimed to generate excitement and a sense of community ownership.
The release of the game schedule, a significant event for any sports league, became another opportunity for content creation. The Fire collaborated with stars from the popular show Portlandia to announce their schedule, a move that paid off with impressive ticket sales, indicating a strong fan base eager to support women's sports in Portland.
The Power of Personality
With the expansion draft finally held in April, the Fire selected their players, and the marketing team sprang into action. Veale emphasized the importance of capturing the personalities of the players quickly to build brand equity. Megan Gustafson, one of the new signings, brought her pet Corgi, Pancake, into the mix, starring in social media content that showcased the team's fun and engaging side.
The team's brand campaign, "Legacy, Reignited," aimed to appeal to both die-hard basketball fans and newer, younger audiences who appreciate more than just player performance. Veale's goal was to grow awareness and love for the team through a mix of events, fan interactions, and social content.
A Chilling Moment for Women's Sports
As the season approached, Veale expressed high hopes for the Fire's impact on the community. She drew parallels to the Golden State Valkyries' home opener, which exceeded her expectations. Veale anticipated a similar "Wow" moment for the Fire, describing it as a "chilling" experience that showcases the power and representation of women's sports.
In my opinion, the Portland Fire's marketing strategy is a fascinating case study in brand-building. It highlights the importance of community engagement, leveraging assets creatively, and capturing the personalities of players to create a strong and unique brand identity. This approach not only helps to regenerate hype but also contributes to the growth and recognition of women's sports.
