Strategizing a 5-Year Plan to Promote Sponsorships & Revenue

AFC ANN ARBOR X MSCG

OUR PROJECT OBJECTIVE

AFC Ann Arbor asked MSCG to help position the club to take advantage of the increased enthusiasm for soccer that will result from the 2026 World Cup and 2028 Olympics both being held in the US. The team was tasked with enhancing the client’s sponsorship portfolio and other operational practices over the next five years.

RESEARCH OUTLOOK

PHASE 1

Assessed the current state and outlook of the club. Dove into the team’s financial statements, existing partnerships, social media footprint, and competitive landscape.

PHASE 2

Analyzed case studies of successful soccer clubs and other sports teams to get an understanding of what is feasible and makes sense in the world of minor league sports. Brainstormed ways to enhance the club’s outreach in the Ann Arbor community.

PHASE 3

Provided the club with numerous tools and resources to position them for future success. These include: a sponsorship pitch deck, partnership asset pricing tool, social media mockups, and a robust internship application, program structure, and an interactive calendar tool.

FINAL RECOMMENDATIONS

1

Utilize MSCG’s pitch deck and asset evaluation tool when doing business with prospective partnerships.

Cater social media content to Gen-Z audiences using MSCG’s provided posting calendar and mock ups to attract a younger audience.

2

3

Follow MSCG’s recommendations on how to create an improved internship program that allows for less turnover and more efficiency from year to year.

TANGIBLE IMPACT

According to team Co-Owner and Chief Revenue Officer, many of the ideas were able to be directly implemented into AFC Ann Arbor’s season and increased the success of the business. The social media and hiring recommendations played a role in boosts in attendance levels and community engagement.