Lauren Scrima, Head of Marketing at New York City FC (NYCFC), faces a unique challenge in one of the world’s most competitive sports markets. With nine other professional sports teams in New York City, building awareness and cultivating a dedicated fan base requires innovative marketing strategies. NYCFC’s fan base is notably younger and more diverse, mainly Gen Z and Millennials. For many, soccer is a social currency, connecting them with friends and family. Scrima shares insights into how NYCFC engages both casual and hardcore soccer fans, develops effective media strategies, and leverages the global resources of its majority shareholder, City Football Group.
Lauren Scrima: Tapping Into the Casual Soccer Fan
The casual soccer fan is a critical demographic for NYCFC. Lauren Scrima emphasizes the importance of targeting this audience, noting that it vastly outnumbers the hardcore soccer fan base. “Generally speaking, there are far more casual soccer fans than hardcore fans. Hence, the opportunity for fan growth is much more significant with this audience. A casual soccer fan is interested in soccer for different reasons than a hardcore fan, so that’s what we tap into as a marketing team – for example, for them, soccer might be a social currency, and they could be interested in the fashion surrounding the game or players’ personalities off the pitch. This dictates the types of content & activations that we focus on.”
NYCFC’s content strategies are designed to align with these interests. From social media campaigns highlighting players’ lives off the field to activations showcasing soccer as a lifestyle, the marketing team ensures that casual fans see NYCFC as more than a team.
Overcoming Awareness Challenges in New York City
Competing for attention in a city filled with professional sports teams is no small feat. Lauren Scrima describes NYCFC’s media strategy as full-funnel, aimed at converting casual awareness into ticket sales and long-term loyalty.
“Our biggest challenge is awareness in New York City, with nine other professional sports teams. So our media strategy is full-funnel – first tell fans that New York City FC exists, then get them interested in our story, then entice them to check out a match and ultimately buy season tickets. We do this through various media channels, including TikTok, Meta, and Google, and our lifecycle channels, including email, SMS and app. We also partner with content creators and media companies to help tell our story.”
Using multiple platforms, NYCFC ensures its message reaches a broad audience. Partnerships with content creators and media companies add an authentic layer to their campaigns, showcasing the team’s story and values in ways that resonate with casual and dedicated fans.
“Generally speaking, there are far more casual soccer fans than hardcore soccer fans. Hence, the opportunity for fan growth is much more significant with this audience.”
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Lauren Scrima: Measuring the Impact of Marketing Efforts
Understanding the effectiveness of marketing efforts is essential, especially in a competitive environment like New York City. Scrima explains how NYCFC ties its marketing initiatives to tangible outcomes like ticket sales.
“Our ticket sales run through Ticketmaster, so between their analytics and ours from our media channels, we are able to see media attribution by channel.”
This detailed tracking allows the team to refine its strategies, ensuring that every dollar spent contributes to building the fan base and increasing match attendance. By analyzing which channels drive the most engagement and conversions, NYCFC can allocate resources more effectively to achieve its objectives.
This interview is included in the PORTADA INSIGHTS REPORT: The Transformative Impact of Soccer on U.S. Sports Marketing (Download it here, free registration required).
Leveraging Global Resources from City Football Group
As part of the City Football Group (CFG), NYCFC benefits from a wealth of resources and insights shared across its network of soccer clubs, including the English Premier League’s Manchester City. Scrima highlights the collaborative efforts within CFG that bolster NYCFC’s marketing strategies. “The New York City FC marketing team shares data, resources, and best practices with City Football Group, which helps strengthen our marketing plans,” Scrima explains.
This global connection enables NYCFC to access innovative strategies and technologies, giving the team a competitive edge in engaging fans. From shared analytics to creative campaign ideas, the partnership with CFG ensures that NYCFC remains at the forefront of soccer marketing.
Lauren Scrima’s leadership at NYCFC showcases how thoughtful marketing can overcome the challenges of a competitive sports landscape. By focusing on the casual soccer fan, employing a robust full-funnel media strategy, and leveraging the global resources of City Football Group, NYCFC continues to build its presence and cultivate a diverse, engaged fan base. As Scrima’s insights demonstrate, understanding what drives different segments of fans is key to making soccer a meaningful and exciting experience for all.
“The New York City FC marketing team shares data, resources, and best practices with City Football Group, which helps strengthen our marketing plans.”
This interview is included in the PORTADA INSIGHTS REPORT: The Transformative Impact of Soccer on U.S. Sports Marketing (Download it here, free registration required).
