https://soccerex.getseeen.ai/video/7926/reborn-in-the-usa https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/926/007926/000002/thumb_008240.webp (Re)born in the USA! After our fourth and most recent instalment in the magic city in November 2023 which saw 29-year-old Soccerex records shattered, it was confirmed that the USA is truly the beautiful games’ adopted home! We look forward to welcoming you to the Magic City for Soccerex Miami 2024. 83 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/926/007926/video_HDioH4l.mp4 2024-08-09T14:33:25.023592+00:00 https://soccerex.getseeen.ai/video/7927/sports-law https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/927/007927/000001/thumb_008208.webp SPORTS LAW Are the current laws of the game keeping up with the times? Panellists include:  🗣️ Mario Flores Chemor, European Club Association 🗣️ Fernando Veiga Gomes, Abreu Advogados 🗣️ Julian Diaz-Rainey, Pinsent Masons 🎙️ Moderated by Trev Watkins, Pinsent Masons 2413 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/927/007927/video_mXglxp8.mp4 2024-08-07T13:09:31.931355+00:00 https://soccerex.getseeen.ai/video/7928/watch-along-with-us https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/000006/thumb_010634.jpg “Watch along with us!” The Rise of social media and non-traditional football coverage. Panellists include:  🗣️ Tim Edwards, @tiktok 🗣️ Robbie Lyle, @AFTVmedia @drsportsmedia 🗣️ Juul Manders, @433 🎙️ Moderated by Aviv Levy Shoshan, Double Tap 2543 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/video_8WW1tx5.mp4 2025-07-01T09:27:34.682979+00:00 https://soccerex.getseeen.ai/moment/51882/how-does-one-balance-both-fan-opinions-and-journalistic-integrity https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/000006/moments/thumb_029457.png How does one balance both fan opinions and journalistic integrity? 2543 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/video_8WW1tx5.mp4 2025-07-01T09:27:34.682979+00:00 https://soccerex.getseeen.ai/moment/51883/how-has-social-media-changed-traditional-sports-coverage https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/000006/moments/thumb_029465.png How has social media changed traditional sports coverage 2543 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/video_8WW1tx5.mp4 2025-07-01T09:27:34.682979+00:00 https://soccerex.getseeen.ai/moment/51884/what-is-better-for-the-ratings-good-or-bad-performance https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/000006/moments/thumb_029452.png What is better for the ratings: good or bad performance? 2543 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/video_8WW1tx5.mp4 2025-07-01T09:27:34.682979+00:00 https://soccerex.getseeen.ai/moment/51885/what-has-been-the-key-to-aggrandising-433-to-become-such-a-powerhouse https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/000006/moments/thumb_029455.png What has been the key to aggrandising 433 to become such a powerhouse? 2543 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/video_8WW1tx5.mp4 2025-07-01T09:27:34.682979+00:00 https://soccerex.getseeen.ai/moment/51886/opinions-on-the-augmenting-consumption-of-tiktok https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/000006/moments/thumb_029463.png Opinions on the augmenting consumption of TikTok 2543 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/video_8WW1tx5.mp4 2025-07-01T09:27:34.682979+00:00 https://soccerex.getseeen.ai/moment/51887/most-effective-strategies-for-engaging-with-fans https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/000006/moments/thumb_029453.png Most effective strategies for engaging with fans 2543 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/video_8WW1tx5.mp4 2025-07-01T09:27:34.682979+00:00 https://soccerex.getseeen.ai/moment/51888/stances-on-tiktok-live https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/000006/moments/thumb_029462.png Stances on TikTok Live 2543 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/video_8WW1tx5.mp4 2025-07-01T09:27:34.682979+00:00 https://soccerex.getseeen.ai/moment/51889/tiktok-and-ai https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/000006/moments/thumb_029461.png TikTok and Ai 2543 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/video_8WW1tx5.mp4 2025-07-01T09:27:34.682979+00:00 https://soccerex.getseeen.ai/moment/51890/how-does-433-collaborate-with-football-institutions https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/000006/moments/thumb_029456.png How does 433 collaborate with football institutions? 2543 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/video_8WW1tx5.mp4 2025-07-01T09:27:34.682979+00:00 https://soccerex.getseeen.ai/moment/51891/how-willing-are-these-football-clubs-to-collaborate-with-extrinsic-content https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/000006/moments/thumb_029454.png How willing are these football clubs to collaborate with extrinsic content? 2543 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/video_8WW1tx5.mp4 2025-07-01T09:27:34.682979+00:00 https://soccerex.getseeen.ai/moment/51892/profound-advice-for-emerging-football-creators https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/000006/moments/thumb_029458.png Profound advice for emerging football creators 2543 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/video_8WW1tx5.mp4 2025-07-01T09:27:34.682979+00:00 https://soccerex.getseeen.ai/moment/52136/an-introduction-from-our-panel https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/000006/moments/thumb_029464.png An introduction from our panel 2543 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/video_8WW1tx5.mp4 2025-07-01T09:27:34.682979+00:00 https://soccerex.getseeen.ai/moment/52137/how-is-content-curates-for-global-audiences https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/000006/moments/thumb_029460.png How is content curates for global audiences? 2543 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/video_8WW1tx5.mp4 2025-07-01T09:27:34.682979+00:00 https://soccerex.getseeen.ai/moment/52138/how-shall-untraditional-media-evolve-in-the-next-five-years https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/000006/moments/thumb_029459.png How shall untraditional media evolve in the next five years? 2543 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/928/007928/video_8WW1tx5.mp4 2025-07-01T09:27:34.682979+00:00 https://soccerex.getseeen.ai/video/7929/providing-tech-support https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/929/007929/000001/thumb_008207.jpg "PROVIDING TECH SUPPORT" What innovations are being used to improve performance both on and off the pitch? Panellists include: 🗣️ Rob Scotland, VEO Technologies 🗣️ Andreas Olsen, Be Your Best 🗣️ Daniel Gianmarco Križan, TruCrowd 🎙️ Moderated by Dana Dar, Kick Off Sport 2577 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/929/007929/video_aGmmbqy.mp4 2024-08-07T13:05:41.572220+00:00 https://soccerex.getseeen.ai/video/7932/soccerex-25-years-of-football-history https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/932/007932/000001/thumb_008209.jpg Soccerex | 25 years of football history 25 years to the day of Soccerex's first event, we wanted to share a look back at what has been accomplished over those 25 years as we get ready for our next summer-long event! 135 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/932/007932/video_usUY8M4.mp4 2024-08-07T13:14:27.338902+00:00 https://soccerex.getseeen.ai/video/7933/will-haaland-have-to-obey-the-same-rules-as-lebron-james-soccerex-footballbusinessuncovered https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/933/007933/000001/thumb_008079.jpg Will Haaland have to obey the same rules as LeBron James? #soccerex #FootballBusinessUncovered Don't miss out on the ultimate football business event this May 30-31st at the iconic Johan Cruijff ArenA. If you have not yet booked your ticket, you can do so here:https://soccerex.com/europe-2024/#buyticket 56 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/933/007933/video_hPXAhd8.mp4 2024-07-17T21:43:20.891719+00:00 https://soccerex.getseeen.ai/video/7934/sonny-silooy-is-looking-forward-to-welcoming-the-global-football-industry-to-the-johan-cruijff-arena https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/934/007934/000001/thumb_008080.jpg Sonny Silooy is looking forward to welcoming the global football industry to the Johan Cruijff ArenA (Total) football is coming home and Sonny Silooy is looking forward to welcoming the global football industry to the Johan Cruijff ArenA, this May 30th - 31st ⚽ Don't miss out on the ultimate football business event. If you have not yet booked your ticket, you can do so here:https://soccerex.com/europe-2024/#buyticket 6 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/934/007934/video_R6SCGUP.mp4 2024-07-17T21:44:33.964100+00:00 https://soccerex.getseeen.ai/video/7935/where-creativity-meets-the-pitch https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/935/007935/000002/thumb_008082.jpg Where creativity meets the pitch ⚽✨ Revisiting memories of creating some amazing content with Aguska and Patrick in Cape Town! 🌍🇿🇦 Subscribe to ensure that you don’t miss a video from the Soccerex TV YouTube channel. Hit the bell to get notifications on our latest uploads: https://www.youtube.com/@SoccerexTV/?sub_confirmation=1 - Soccerex: https://www.soccerex.com/ - Learn more about Soccerex: https://www.soccerex.com/about Soccerex Europe: - Join us at Soccerex Europe: https://soccerex.com/europe-2024/#buyticket - Register for Soccerex Europe: https://soccerex.com/rights-holder-press-self-registration-europe/ - Enhance your stay with Stayker: https://booking.stayker.com/soccerex-europe-2024-event?checkin=2024-05-29&checkout=2024-05-31&currency=USD&sort=featured - To contribute to Sands - baby loss charity, donations can be made via the following link: https://gofund.me/b259a792 FOLLOW US! Instagram: https://www.instagram.com/soccerex/ TikTok: https://www.tiktok.com/@soccerextv Twitter: https://twitter.com/Soccerex Linkedin: https://www.linkedin.com/company/417396/ Facebook: https://www.facebook.com/Soccerex/ #tbt #soccerex #footballfreestyle #contentcreation 18 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/935/007935/video_pyWw7dn.mp4 2024-07-17T21:45:09.845776+00:00 https://soccerex.getseeen.ai/video/7936/the-growth-of-female-football-continues-to-trump-expectations https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/936/007936/000001/thumb_008083.jpg The growth of female football continues to trump expectations ⚽️⚡️ Subscribe to ensure that you don’t miss a video from the Soccerex TV YouTube channel. Hit the bell to get notifications on our latest uploads: https://www.youtube.com/@SoccerexTV/?sub_confirmation=1 Soccerex: https://www.soccerex.com/ Learn more about Soccerex: https://www.soccerex.com/about FOLLOW US! Instagram: https://www.instagram.com/soccerex/ TikTok: https://www.tiktok.com/@soccerextv Twitter: https://twitter.com/Soccerex Linkedin: https://www.linkedin.com/company/417396/ Facebook: https://www.facebook.com/Soccerex/ #soccerex #soccerextv 31 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/936/007936/video_PepfUAd.mp4 2024-07-17T21:45:32.219202+00:00 https://soccerex.getseeen.ai/video/7937/maggie-murphy-ceo-of-lewes-fc-talk-about-the-exciting-partnership-between-lewes-fc-and-xero https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/937/007937/000003/thumb_008205.jpg Maggie Murphy, CEO of Lewes FC, talk about the exciting partnership between Lewes FC and Xero. Maggie Murphy, CEO of Lewes FC, joined @SoccerexTV this week to talk about the exciting partnership between Lewes Football Club and Xero and the steps that the club, and the wider Women's Football industry, can take in 2024 thanks to the support and toolkits created through sponsorships, such as this one. Subscribe to ensure that you don’t miss a video from the Soccerex TV YouTube channel. Hit the bell to get notifications on our latest uploads: https://www.youtube.com/@SoccerexTV/?sub_confirmation=1 Soccerex: https://www.soccerex.com/ Learn more about Soccerex: https://www.soccerex.com/about FOLLOW US! Instagram: https://www.instagram.com/soccerex/ TikTok: https://www.tiktok.com/@soccerextv Twitter: https://twitter.com/Soccerex Linkedin: https://www.linkedin.com/company/417396/ Facebook: https://www.facebook.com/Soccerex/ #soccerex #soccerextv #soccerexmiami 37 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/937/007937/video_YZOX6p1.mp4 2024-08-07T13:02:11.038884+00:00 https://soccerex.getseeen.ai/video/7938/joe-cool-speaks https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/938/007938/000005/thumb_009457.jpg Joe Cool speaks @5asidemedia sat down in the @SoccerexTV studio in Miami to talk with Joe Cool about why you should angle your business towards soccer as soon as possible. Subscribe to ensure that you don’t miss a video from the Soccerex TV YouTube channel. Hit the bell to get notifications on our latest uploads: https://www.youtube.com/@SoccerexTV/?sub_confirmation=1 Soccerex: https://www.soccerex.com/ Learn more about Soccerex: https://www.soccerex.com/about FOLLOW US! Instagram: https://www.instagram.com/soccerex/ TikTok: https://www.tiktok.com/@soccerextv Twitter: https://twitter.com/Soccerex Linkedin: https://www.linkedin.com/company/417396/ Facebook: https://www.facebook.com/Soccerex/ #soccerex #soccerextv #soccerexmiami 47 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/007/938/007938/video_AVl10J9.mp4 2025-02-06T15:39:09.865319+00:00 https://soccerex.getseeen.ai/video/8194/dimitrios-sakellaris-discusses-statathlons-data-insights-and-future-innovations-on-soccerextv https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/008/194/008194/000001/thumb_008536.jpg Dimitrios Sakellaris discusses Statathlon's data insights and future innovations on SoccerexTV Catch Dimitrios Sakellaris, CEO of Statathlon, on SoccerexTV as he discusses the impact of advanced data analytics on sports, especially football. Tune in to learn about Statathlon's four key services, how their data insights can enhance game management and preparation, and what exciting developments are on the horizon! 337 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/008/194/008194/video_07lEewc.mp4 2024-09-23T10:15:42.213578+00:00 https://soccerex.getseeen.ai/video/8202/kevin-vermeulen-ceo-of-prosoccerdata-shares-how-their-platform-boosts-club-performance-decisions https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/008/202/008202/000001/thumb_008537.jpg Kevin Vermeulen, CEO of ProSoccerData, shares how their platform boosts club performance & decisions In this interview, Kevin Vermeulen, CEO of ProSoccerData, discusses the innovative solutions ProSoccerData offers to both grassroots and professional football clubs. He highlights the key users of the platform, explains how it enhances performance and decision-making, and shares the major benefits for clubs looking to elevate their game. Tune in to learn how ProSoccerData is shaping the future of football management! 466 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/008/202/008202/video_mLllNAh.mp4 2024-09-23T10:19:22.181701+00:00 https://soccerex.getseeen.ai/video/8203/what-does-fairness-really-mean-in-football https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/008/203/008203/000001/thumb_008538.jpg What does fairness really mean in football? Charlie Methven, Co-Owner of Charlton Athletic Football Club, explored this question at #soccerexeurope in an engaging discussion. Don’t miss more thought-provoking conversations like this at #soccerexmiami, this November! 51 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/008/203/008203/video_Z5LcvkX.mp4 2024-09-23T10:21:06.700054+00:00 https://soccerex.getseeen.ai/video/8213/miami-promo-2024 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/008/213/008213/000003/thumb_008506.jpg MIAMI PROMO 2024 83 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/008/213/008213/video_qY84Guv.mov 2024-09-18T11:56:14.744796+00:00 https://soccerex.getseeen.ai/video/8214/soccerex-miami-2024-is-here https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/008/214/008214/000001/thumb_008539.jpg Soccerex Miami 2024 is here! 83 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/008/214/008214/video_lu6DHg5.mp4 2024-09-23T10:22:01.668135+00:00 https://soccerex.getseeen.ai/video/8376/get-ready-for-an-unforgettable-event-this-november-13-14 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/008/376/008376/000005/thumb_008584.jpg Get ready for an unforgettable event this November 13-14! 155 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/008/376/008376/video_wCJgLi7.mp4 2024-10-11T08:57:04.869329+00:00 https://soccerex.getseeen.ai/video/8377/gerkicks https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/008/377/008377/000001/thumb_008579.jpg Gerkicks 404 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/008/377/008377/video_jbzNv0u.mp4 2024-10-08T16:43:40.874635+00:00 https://soccerex.getseeen.ai/video/8407/labella-associates https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/008/407/008407/000001/thumb_008619.jpg LaBella Associates 1018 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/008/407/008407/video_73cO3W4.mp4 2024-10-18T08:44:07.365841+00:00 https://soccerex.getseeen.ai/video/9345/we-are-26 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/000008/thumb_009458.png We are 26! A focus on World Cup 2026 host stadia and cities! Panellists include: 🗣️ Adolfo Romero, ‪@SoFiStadium‬ and Hollywood Park 🗣️ Jon Persch, FIFA World Cup Boston 26 (Host Committee) 🗣️ Lisa Lutoff-Perlo, FIFA World Cup 2026 Miami (Host Committee) 🗣️ Dietmar Exler, AMB Sports + Entertainment - Mercedes-Benz Stadium 🎙️ Moderated by John Kristick, Playfly Sports 2848 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/video_cTNiR2O.mp4 2025-02-06T15:45:01.395304+00:00 https://soccerex.getseeen.ai/moment/53276/im-a-former-athlete-who-has-worked-overseas-for-most-of-my-career https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/000008/moments/thumb_028840.png I'm a former athlete who has worked overseas for most of my career gosh, um, when I tell this story now, I'm, I'm John Persh and, uh, we are 26 and we are Boston. Um, I, I, I get to this point. I'm not quite sure how I ended up here, uh, but I turn around and say 30 years later, here I am, and, um, it makes me cringe a little bit. Um, but I'm a former collegiate athlete, a former international athlete, and to John's point, I, I've had a, a really fortunate career, in being able to um run communications and marketing for USA Rugby, WWE International, Major League Rugby, um, the America's Cup, most recently in Barcelona, but, um, as long as I've been away from Massachusetts, it's still my home. Um, I'm, I'm still, I'm still a Boston guy and I got, I got a Boston girl She'll say she's from Miami, but I never say I'm from Miami. I live in Miami. Um, but we, you know, it was an amazing opportunity to come home, um, and, and tell a story, and we don't have opportunities to tell stories and sports in the United States quite like this. Um, we, we, we say this all the time, but this is the world. The world's largest sporting and cultural event and it's, it's coming to our hometowns. It's, it's coming to our backyards. And I, I think that, that certainly as an American and as an American who has worked overseas for the, the bulk of my career, we see how big the World Cup is, but now we get to localize it, right? So we, we, we take this macro level and we're, we're making it micro and we get to bring it to life on our, on our hometown. And so, for me, that was really That the most exciting thing. So the, the, the career and the opportunities I've had with the Olympics and World Cups, um, sort of pale in comparison to being able to do something for my home, um, and my hometown and, and my region. So, uh, excited to be here and excited to work again with, with our host cities, and we have a, a collective sense of bringing something amazing to life and it's… 2848 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/video_cTNiR2O.mp4 2025-02-06T15:45:01.395304+00:00 https://soccerex.getseeen.ai/moment/53277/i-think-im-a-product-of-the-growth-of-soccer-in-the-us https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/000008/moments/thumb_028839.png I think I'm a product of the growth of soccer in the US Yeah, we are 26 Los Angeles and for me, I think I'm a product of the growth of the game of soccer in, in this country, started in soccer in 2004 with Chivas USA, the expansion team at the time. They've been working with the league. I got to work at MLS and really put on events. Uh, not the scale of the World Cup, but we did Copa America and also worked on the brand side with Herbalife and really promoting soccer around this country and around the world. And most recently, obviously I'm at Sofi Stadium and really what Sofi Stadium is going to bring to the world in a market like Los Angeles. I'm excited to be part of that and be able to tell that story to our community, our culture. Not just locally but globally, like you said, I think it's educating people from around the world what's great about each of our individual cities and we each have our own individuality that comes with it. And for, for me, again, it's really an honor to represent a lot of people that I've been working on this game in this country for a long time and trying to make sure that it continues to grow and I think that's Today, as a result of that, and, and what's coming in the next two years, I think for us it's going to be critical for the growth of soccer. I know the last World Cup in Los Angeles launched MLS, so hopefully this launches the game in a, in a further level as well. and honor to be here with all of our partners as well. 2848 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/video_cTNiR2O.mp4 2025-02-06T15:45:01.395304+00:00 https://soccerex.getseeen.ai/moment/53278/im-a-guy-who-loves-cars-and-sports-and-im-responsible-for https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/000008/moments/thumb_028838.png I'm a guy who loves cars and sports, and I'm responsible for Dietmar, uh, the other, uh, representative this from, from Atlanta, but you know what I love about Adolfo is, you know, you're talking about one of the most elite stadiums now in the world, and I think that right next to that is Mercedes-Benz Stadium, so Dietmar. Thank you, John. Glad to be here. I'm Diet Master. I spent the majority of my career working for Mercedes-Benz and then had a chance to join Arthur Blank, the EMBSE Sports and Entertainment Organization, where I'm responsible, among other things for the operations of Mercedes-Benz Stadium. In a way, I'm your stereotypical guy. I like cars and sports. I get to do both, so I'm living truly the dream. Uh, at Atlanta in our stadium, we have the excitement. I called it a three-legged journey in soccer. We're doing really good with Atlanta United. Atlanta is a hotbed for soccer. Audiences there, fans are excited, but on the international level, we had a chance to be part of COPA earlier this year. We have the club World Cup coming. That's probably a level up and then. 26, which is another big level up. So that journey in international soccer for me personally means a lot. I used to play soccer until I was 18. There was not a chance I would ever have a professional career and get paid for it, to be very clear as well, but still love the game. But it's also for all of our cities a big chance to make a move forward. I was not in Atlanta, but I hear from many of my colleagues the stories how the 1996 Olympic. Transformed Atlanta and helped the jump a big step forward, and we are anticipating in all the cities that host the World Cup, all the 16, the same after the World Cup in 206. So a really exciting personal journey for me, but it's also for all our cities, an exciting event that will happen in our places. 2848 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/video_cTNiR2O.mp4 2025-02-06T15:45:01.395304+00:00 https://soccerex.getseeen.ai/moment/53280/how-do-you-give-your-host-city-a-local-feel-so-that-you-can https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/000008/moments/thumb_028837.png How do you give your host city a local feel so that you can She set the marker down, OK, in in terms of I wanna say I come from sales and marketing. That's I'm a sales and marketing, so I'm highly competitive John, but really I think one of the challenges for each host city though, is obviously, you know, working to to be aligned against such strong universal messaging about what the World Cup is about and it's gonna be such a significant, but how do you give it that local. A feel in, in your market so that you can leave that local legacy so that you can really engage your local communities with the stories they want to hear. 2848 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/video_cTNiR2O.mp4 2025-02-06T15:45:01.395304+00:00 https://soccerex.getseeen.ai/moment/53281/the-world-cup-brings-the-world-together-and-we-see-that-in https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/000008/moments/thumb_028836.png The World Cup brings the world together, and we see that in Well, first of all, I'm gonna say I lost right off the bat when Lisa showed up with a scarf and the matching laser. Yeah, I mean, I, I knew I was done and then we sat next to each other. um. I think you're right, right, that there, there is a universal story that the World Cup brings, right? It brings the world together, and we see that. And I think oftentimes, um, as Americans, we don't typically see that. We, we're a little myopic in our sports. We, we call ourselves world champions except we only play against ourselves. Um, so there, there's a, there's, it's, I, I know. I know. Um, but so, so that's one of the things that we struggle against from a host city standpoint is, is finding the authenticity within our own hometowns, right? I, you know, as, as Lisa said, you know, talking about Miami, it's, it's sexy, it's Miami, it's South Beach, it's messy. I mean, there, there's the Beckham, it's the story, right? It's, it's, it's Hollywood on the East Coast. Um, I'm from Boston, right? And when I first got there, I wanted to find our identity. Who are we? What, what, what, what, what is it from being from Boston, right? We drop our eyes, we, we, we have an attitude that goes with it. I mean, there's, there's, there's Boston. Anybody who spent any time in Boston, right? We, we, there's a, there's a sense of, of If you're from Boston, you're from nowhere else. And so we created an identity with this, this sense of it all started there. We're talking about our 250th birthday as a country, something that's uniquely American, something that that's unique to the United States. And even though the world is coming to our doorstep 250 years ago, it started in our backyard. And so we came up with this idea of, of, it all started there, the, the, the first public school, the first public park, post office, legalized gay marriage, the first organized soccer game in… 2848 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/video_cTNiR2O.mp4 2025-02-06T15:45:01.395304+00:00 https://soccerex.getseeen.ai/moment/53283/los-angeles-is-the-epicenter-of-music-and-sports-and https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/000008/moments/thumb_028835.png Los Angeles is the epicenter of music and sports and Yeah, I mean, in Los Angeles soccer is part of our eco ecosys 3 365 days a year, right? It's, it's one of the top soccer cultures in the world. We have two MLS soccer clubs and NWSL and many US USO clubs as well. So for us, soccer was top of mind, right? Whenever Stan Kroenke built Sofi Stadium, he built it with the idea that soccer was going to have a home there and, and if it wasn't for Sofi Stadium. I think the World Cup coming back to Los Angeles would have been very difficult and, and really elevating the game to a global, a global brand and so when I got there, part of our storytelling was validating the work that had been done for many years, validating our community. There's a passionate soccer fan base there. We needed to bring events that resonated with the community along with football, American football and college football and concerts, but we knew that there was a community that needed soccer to be top of mind and validation of So, so much of Los Angeles, it's youth culture playing soccer, it's pickup games playing soccer, watch parties and on every weekend when they're watching EPL or watching League IX, the culture is there. So we really wanted to make sure that we were part of that storytelling. And for that, for us, the World Cup validates a lot of those communities in Los Angeles, and now we want to show the world what that is. So when they come to Los Angeles, we have representation from over 140 countries. So when they come there, they're going to feel at home. They're going to feel that, OK, there's a space for me here in LA and us opening the doors as the epicenter of music and sports and entertainment, right? We're going to be able to roll out the red carpet for the world with the opening game. Come on in. The US, start your journey here, go to the different cities as a gateway to Asia and Latin America, we're really thinking through how we, we're going to be able to do that and make sure that it starts early… 2848 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/video_cTNiR2O.mp4 2025-02-06T15:45:01.395304+00:00 https://soccerex.getseeen.ai/moment/53285/atlanta-is-a-great-city-with-a-lot-of-resources-to-make-sure https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/000008/moments/thumb_028834.png Atlanta is a great city with a lot of resources to make sure So there's a couple of things that are different and a couple of things that are the same. So what is the same, and that's also important to mention our owner Arthur Planck is Pretty big and intense. We bring people together to give them a good time. This is where fan-friendly pricing comes and the experience that fans have in our stadium is absolutely the number one matrix for us. Now we are a football stadium, we have the Falcons. We play 567 college football games a year, and we play soccer. The task for us in operations is, if we play football, it needs to be a football stadium. If we play soccer, it needs to be a soccer stadium. So ArthurBuy says very much, if you come in, you need to come in and say this is a soccer stadium. To the greatest extent possible for every event and of course specifically for the big international soccer event for FIFA 26, we want to be a soccer stadium for everybody that comes in. We make no secret that we do other sports, but people needed perceive us as a soccer stadium, and we do everything to make sure they have a wonderful time. That's really what we try to do, bring people together and give them a big time. Now there's a lot of work that goes on behind the scenes. It's not just, you know, the lines on the field and the configuration from the stadium. It's also addressing to the audience and where they come from. So for FIFA 26, we all should anticipate to have a lot of international visitors. That are maybe not as familiar with the stadium and the surrounding. What are we doing for them to make them feel at home in the city and everything around. We are in somewhat a privileged situation in Atlanta. We have 15,000 hotel rooms within 150 minutes walking off the stadium. We have two subway stations, the mother stations. You're right there. We have an environment where the state and the city, two political parties, work really well together on all of these topics in the benefit of everybody. And so for us at the stadiu… 2848 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/video_cTNiR2O.mp4 2025-02-06T15:45:01.395304+00:00 https://soccerex.getseeen.ai/moment/53286/diet-fan-friendly-pricing-will-stay-right-thats-a-there https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/000008/moments/thumb_028833.png Diet fan friendly pricing will stay, right? That's a there And you heard it from Diet fan friendly pricing will stay, right? That's a there will not be an event in the stadium where this uh will not actually be in place, uh, that is about as safe to say as there is anything that's something we are committed to. That's fantastic. 2848 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/video_cTNiR2O.mp4 2025-02-06T15:45:01.395304+00:00 https://soccerex.getseeen.ai/moment/53287/i-think-the-world-cup-is-really-different-in-that-respect https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/000008/moments/thumb_028832.png I think the World Cup is really different in that respect Something to add there I think John is as we think about what we're all doing here is we do this day in day out in a lot of our cities already and that's the thing that really unique aspect of this World Cup. We welcome fans for multiple events, different types of events, and I think 2026 is really different in that sense that our cities and, and our venues are well prepared for. You know, gatherings, I think it's now how do we make sure that we adapt that international fan coming in those services, and, and that's something that I think is really key in terms, but operationally logistics, a lot of that's already happening day in day in day out. Yes, I think that the one difference is that we all need to get our arms around. This is not a one day event. It's a 30 day event depending on the 25 you know day event 8 games I think for most of us in the in the whole area so it's. It's the gift that keeps giving. Yeah, yeah, we say it's 7 Super Bowls. We have 7 matches and a lot of people compare this to Super Bowl, but it's like 7 Super Bowls. That's a, that's a lot to pull off. And I think the footprint that each host city has, I mean, speaking from a Boston standpoint, you know, our stadium is in Foxborough, and that's 35 miles south of Boston. So we'll be operating a fanfest. We will, we will have our, our fan gathering footprint 35 miles north of where the matches actually take place. So we're running two massive events, you know, 100,000 plus simultaneously. And so it's, it's the logistics of all this. It's, you know, I, somebody said before that the work that goes on behind the scenes, is epic, you know, dealing with local governments, transportation. A police security in multiple jurisdictions in our particular case because we go to different towns in different areas. So it really is a, it's each host city that's putting this on the amount of work that goes on behind the scenes is, is truly stagger… 2848 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/video_cTNiR2O.mp4 2025-02-06T15:45:01.395304+00:00 https://soccerex.getseeen.ai/moment/53289/how-fanfest-will-transform-cities https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/000008/moments/thumb_028831.png How Fanfest will transform cities John, one comment to Fanfest that we, we all, you know, are preparing for in Atlanta. Obviously, we have matches. I lived in Germany in 2006 when the world was there when the fan fest was basically invented, the public viewing that was the first worlds where they did it. The fans were was biggest on the days when there was no match in Stuttgart, because the people who lived there, the fans that came, had nowhere to go. So you go out to the big, you know, TV screens and watch it all together. And that excitement on days when nothing's going on in the stadium bringing everybody together and the public viewing, it's going to be a tremendous opportunity. That so means for the city. It's 78 matches, and every day in between there is a big event as well on top, right, and matches in other cities that are exciting and important. And what I said earlier about some of this has never been done before. Yes, our cities have had fan Events, you know, but have 16 cities across three countries simultaneously hosted this many events with this many fans. We don't know yet what teams are playing, who on on what days. So when you think about the security implications, the opportunities, and everything else, all of these have to be taken into account. And then that lightning in a bottle, I mean just as you said with Germany, they didn't plan fanfest for necessarily having a million people. OK, but when it all comes together and that's the, uh, the, the influx of support that you have to, to, uh, to manage in your cities, they have to be ready for that. So that is all the work that's been happening behind the scenes right now, which is also pretty exciting and intimidating when you think about it at the same time that perspective. Let's try to step back. Where does this all go? What is the legacy? It's a word that's always thrown out with events like that, but where is, when does legacy start, when does it stop? How much time, Lisa, are you thinking around uh the, t… 2848 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/video_cTNiR2O.mp4 2025-02-06T15:45:01.395304+00:00 https://soccerex.getseeen.ai/moment/53290/i-think-this-world-cup-model-will-be-a-catalyst-for-a-new-generation https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/000008/moments/thumb_028830.png I think this World Cup model will be a catalyst for a new generation I think this will be one of the unique benefits of this World Cup model that FIFA is implementing is that legacy is going to be a lot more bottom up city by city is what you're going to see. Each city is really crafting their own legacy, which if you go back to World Cup '94, where you did have that organizing committee that Alan Rothenberg, my business partner, ran, ran at the time, you know, they had. Certain priorities they generated a profit from the event. He mentioned the US Soccer Foundation. The US Soccer Foundation was the beneficiary of that profit. The US Soccer Foundation was established after the World Cup in 1994, and they have built from success to success. So hearing that the foundation is a partner in Boston to me shows you how that legacy builds. MLS. It was a legacy of World Cup '94. That was a condition that FIFA placed upon US soccer when they awarded them the rights for the World Cup in 1994. Listen, coming out of this, you need to build a professional league and look how it's sustained itself to today. So, but I think the difference. This time, I think you're going to see the legacy stories very much are going to be crafted through these host committees and how they are building up the wrong program. So I think that's going to be something that really, really plays a lot of benefits across the entire sport. Another legacy to me. That should never be underestimated is the industry, the industry that we all, we all work in. I mean, I could probably ask how many of you did something around World Cup 1994, which was my goodness, 30 years ago, so we're dating ourselves here, but this will, I'm sure, be a catalyst for a whole new generation of sports industry professionals who take this World Cup experience and for decades on will use this to build successful careers in it. Um, uh, Adolfo, what keeps you up at night when you look at what's going on across all of the, uh, the, the host committee's efforts, the plannings around th… 2848 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/video_cTNiR2O.mp4 2025-02-06T15:45:01.395304+00:00 https://soccerex.getseeen.ai/moment/53292/7-months-and-2-days-570-days-focus-on-fan-experience https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/000008/moments/thumb_028829.png 7 months and 2 days, 570 days, focus on fan experience First, don't cut us short. It's 7 months and 2 days. We're working on that. Um, but, uh, the same that everybody talks about, whether it's Club World Cup or any event, and obviously big on FIFA, but the same for Cup World Cup. Our North Star is always, what are we doing for fan experience? And, and I want to say that why to make sure that people really enjoyed in the stadium when they come back. The teams who play here want to come back and play here. The promoters who do a concert with the same Taylor Swift for 3 days, want to come back and do it here again. All of these are important for our long term success, I think, and that is, that is the North Star. Uh, and for me, whether it's couple cup or anything, I'm always reminded what Edwin Moses, you know, told me once, a great American athlete ran, you know, track, and I think for 9 years, 9 months and something like that, he won every race back in. The 80s, 2 Olympics, didn't win the third one because America didn't go to Moscow at that time, but fantastic athlete. And he always reminded me, I didn't win in the competition because what I did in the competition, I won because of everything I did before. And that's the same area. The harder we work, the easier it is on game day. So what can we do to put ourselves in the best position? Um, we have the 7 months and 2 days, the 570 days. How do we make the most out of this to put us in that situation that everything will look so easy on game day, which sounds very easy to say, but it means thinking now what might or might not have happened and being prepared for everything, and many of the things, and you probably all saw that and experienced it, that we realized afterwards, we would have never thought it up front. How do we bring everybody together to be really prepared and make everything work, because every day that's going to go by where we don't do anything, we don't get that day back. So that's what what we are focused o… 2848 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/345/009345/video_cTNiR2O.mp4 2025-02-06T15:45:01.395304+00:00 https://soccerex.getseeen.ai/video/9346/the-beautiful-games-adopted-home https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/000007/thumb_009454.png The beautiful game's adopted home Breaking into the Americas/Miami/East coast. Panellists include: 🗣️ Marc Lingenhoff, Borussia Dortmund 🗣️ Andy Mitchell, Serie A 🗣️ Adam Holt, SPIQE 🗣️ Nicolás García, LALIGA 🎙️ Moderated by Trevor Watkins, Pinsent Masons 2700 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/video_Ir93ac6.mp4 2025-02-06T11:39:19.455969+00:00 https://soccerex.getseeen.ai/moment/53237/im-the-director-of-bagua-dortmunds-activities-in-the https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/000007/moments/thumb_028809.png I'm the director of Bagua Dortmund's activities in the Start with a Y. I love it. Um, so my name is Mark Linenhoff. I oversee Bagua Dortmund's activities in the Americas region. Uh, we just opened an office in, in February in, uh, midtown Manhattan. Um, doesn't mean that we haven't done anything before in the region. Um, it's really just the next step in our, um, activities in, in, in the US and South America. Why are we here? Because, um, we've been here for 67 years already, um, ever since Christian Pulsic joined us. There was a bit of a pull effect we got, uh, more interest into our club, our brand, and we started our activities and. And we started to build um a youth academy system we started to get fan clubs registered we started to have commercial partners, so all this built um over the last 6-7 years and we just follow the fan. It's a fan calling really, um, and that's why, that's why we're here 2700 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/video_Ir93ac6.mp4 2025-02-06T11:39:19.455969+00:00 https://soccerex.getseeen.ai/moment/53239/we-are-from-the-ruege-beat-in-germany-we-are-consistently-on https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/000007/moments/thumb_028808.png We are from the Ruege beat in Germany. We are consistently on So we are from the Ruege beat in Germany which is in the northwest of uh of Germany. Uh, we're based in Dortmund. it's a working class town, small town. We're not Munich. We're not the shiny Dusseldorf or Hamburgs of the world. We appreciate hard work, uh, former steel industry, um, so our, our fan base uh appreciates the hard work. Um, we are consistently on the international stage in Champions League 9 years in a row. I think we take some pride in that, almost won it last season, um, but we are a strong number 2 in Germany after the other team in the south, um, and, uh, the team that should not be named, no, it's, you know, we're talking about those with the red colour. Um, so yeah, a strong number 2, and uh we hope to, to change that over time, and a huge reputation for producing talent. Absolutely, thank you for that prompt. Yes, we are famous for selling our best players. Uh, it's part of our business model, um, but we nurture talent, uh, we have a very strong, um, academy system, um, you know, the Bellinghams, the Harlands, the sunchos there, they all went through the system, uh, Marco Royce, um, who's now in, in LA. So yeah it's it's a it's a tough business model to uphold but uh we keep trying and keep doing and um you know sometimes it's not the individual that's the star, it's the team and I think that's that's what we're seeing right now um and in Dortmund that there's not one player that really stands out or not yet at least so right now the team is the star and Andy for you different considerations being here representing a league, um, what is it that's driving you to be here? Uh, so I mean it's, it's just a really great time for football in Italy for soccer. Um, over the last few years, we, we like to say Calcho. So Calcho is um soccer and Italian. Calcho was back. So in the 80s and 90s, Serie A was the number one league in the world, uh and there was a little bit of a … 2700 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/video_Ir93ac6.mp4 2025-02-06T11:39:19.455969+00:00 https://soccerex.getseeen.ai/moment/53240/barcelona-was-here-in-the-1930s-real-madrid-had-been-playing https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/000007/moments/thumb_028807.png Barcelona was here in the 1930s. Real Madrid had been playing And for you, Nicholas, from a Spanish perspective, it's fascinating to learn that Barcelona was here in the 1930s. Real Madrid had been playing here in the 1920s. He kept coming back. What, what is it you've been doing and trying to achieve over the last few years? 2700 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/video_Ir93ac6.mp4 2025-02-06T11:39:19.455969+00:00 https://soccerex.getseeen.ai/moment/53242/i-think-theres-a-huge-opportunity-for-football-to-grow-in https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/000007/moments/thumb_028806.png I think there's a huge opportunity for football to grow in Yeah, I think it's again where there's opportunities, obviously challenges for them, but ultimately football is arguably probably the only global sport that really exists out there where everywhere is playing it. We obviously had the World Series of baseball a couple of weeks ago, which two American teams are playing against each other. So I think the the opportunity and the idea of fandom, there's a huge opportunity, a huge market here in North America and I think the interesting thing and opportunity is that there's people out there want to be fans of a certain team, they may not have found who that team is yet or they may never land on a team, but whenever we we see watch parties or or matches here, it's a sea of colours of jerseys. People have got a Real Madrid jersey watching a Liverpool match. They've got a Juventus jersey watching a Barcelona match, and I think that's where ultimately kind of the the leagues and the team, they've got a big opportunity here to. Again, frenemies is probably what we want to call it, but there's a huge opportunity to come together and help grow the game. Obviously the next couple of years in North America is big for football. Um, you've obviously got the club the club World Cup, and you've got the World Cup after that as well. So I think this is the moment now where they can really start to grow, um, not just the game, but obviously try and attract more and more people to the various different teams that exist in Serie A, La Liga, the Premiership, or individual teams like Borussia. 2700 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/video_Ir93ac6.mp4 2025-02-06T11:39:19.455969+00:00 https://soccerex.getseeen.ai/moment/53244/european-leagues-are-starting-to-invest-in-the-leagues-and https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/000007/moments/thumb_028805.png European Leagues are starting to invest in the leagues and I think there's more to it because obviously there's significant competition for like eyeballs here you've got your traditional NFLs, the NBA, the MLB where you've got these diehard fans who might just be locked in on that or college sport as well, which is ultimately as big, but there's a 2700 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/video_Ir93ac6.mp4 2025-02-06T11:39:19.455969+00:00 https://soccerex.getseeen.ai/moment/53246/i-think-we-have-a-responsibility-to-help-grow-the-game-in-the https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/000007/moments/thumb_028804.png I think we have a responsibility to help grow the game in the Yeah, so I think what we there are things that we can control and things that we cannot control. I cannot control who we sign, how we scout, how we do all that that's not my responsibility. So my, my task is to build a infrastructure, um, that we can build fandom, but we can also immerse ourselves into the, the US um sports landscape and soccer landscape and youth sports is a big part of that. So our we're famous for developing players and I think we all of us have a responsibility to help grow the game in in this country and the youth academy is just something that came natural to us and we have now around 18 academies, around 5000 boys and girls, um, across spread out across the country. And that's, that's, um, a growth model for us. It's working it's very, very authentic about it. We have German coaches from Dortmund fly in every quarter to make sure that the coaches, local coaches are upskilled, etc. um, so that's one of the centrepiece of our activities, including, you know, on top we have the fan clubs, we have commercial partners, uh, we have a very strong social media presence with black yellow, um, which is a very strong platform for us to connect with the fan. And you know, you talked about dimensions and you know we have our, I call the playing field on on things and what we explore to connect with, with the local fans and is, but is the academy a pathway to eventually playing for the first team? We're not at that stage that we can call it a pathway because this market is so fragmented, as everybody knows in this room and there's so many entry points into the sport uh we give one of those access points, but we haven't been able to connect it yet to one of the many options um for for talent to develop further that was certainly probably not for this panel but the multi club ownership, the way in which clubs relate to each other is fascinating, but Andy coming back to you and. The way in which you're building your presence, you… 2700 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/video_Ir93ac6.mp4 2025-02-06T11:39:19.455969+00:00 https://soccerex.getseeen.ai/moment/53248/we-are-here-to-build-something-sustainable-for-la-liga-and-for https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/000007/moments/thumb_028803.png We are here to build something sustainable for La Liga and for Yeah, so I think first it shows that we are not here just taking the hype of the World Cup, which I think is important. This is not the we come, we take what we can, we live. The idea is to stay here and to build something that is sustainable in the long term. And then I think the approach we've taken in the market is, no matter who you are, uh, from a soccer perspective fan and how you relate to soccer or to La Liga, we wanna have something for you. This explain very quick and I'm gonna try not to extend too much means. Let's say you're a hardcore Real Madrid fan and you wanna watch all their games. Well, ESPN Plus, we think we have one of the best distribution strategy in the US, all 380 games there. You don't need to have 3 subscriptions. You need to have, uh, streaming and cable. You go there, you have everything you want. On top of that we have a studio of content. Adrian here is our head of content distribution with 20 people in Guadalajara, Mexico just creating content for this region, not somebody in Madrid thinking that they know how they can connect with the fans here, people that know the market and the Hispanics special. Second, let's say you are a casual, uh, sports fan that you don't necessarily like watch every game, but you have a favourite team and you enjoy having fun with your friends. We have a programme called El Partidao where we basically organise 40 watch parties across the US in 10 different cities to be there with our fans celebrating their passion. Let's say you're a kid, you play FC 25, you watch highlights, but you don't necessarily watch La Liga games because you don't watch 90 minutes of a game where we have a tournament in gaming where playing gaming against celebrities you can win a trip to Spain and watch a live game so we tailor to all our different kind of fans and. Last but not least, you are a kid. You don't know anything about Seria La Liga. You just care about the ball. We have grassroots initiat… 2700 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/video_Ir93ac6.mp4 2025-02-06T11:39:19.455969+00:00 https://soccerex.getseeen.ai/moment/53251/club-world-cup-is-an-amazing-opportunity-to-tell-our-story https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/000007/moments/thumb_028802.png Club World Cup is an amazing opportunity to tell our story, I mean for me 25 is probably bigger than 26 because we can tell our story through, you know, authentically through the club we're participating in the club World Cup. Um, World Cup is amazing for the overall interest in the sport, the eyeballs and probably more youth, uh, playing, uh, soccer, but for us it's, it's hard to tell a story. It's through the players, it's through their teams, so it's a bit of a stretch to be authentically telling our story. So next year is the big year for us, um, to, to, to show up here over 2 to 3 weeks really it's unprecedented to have that type of exposure in the market, so we will make sure to capitalise on that in many ways. So in terms of planning, is there anything you can share that. No, but your secret ingredient. No, I, I, what I can say is that the, the club has done a tremendous job over the last last 6-7 years to build that infrastructure, and now we're just, you know, we have an investment and growth strategy to just accelerate those initiatives and put more resources behind it, but the clear intention is in, you know, 7 months from now we are ready and tap into that infrastructure, be it fan clubs, academies and activate all of that. Regardless of where we're gonna play East Coast, West Coast, we, we are ready, we are prepared um to have strong partners in place to, to, to do everything the BVB way. 2700 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/video_Ir93ac6.mp4 2025-02-06T11:39:19.455969+00:00 https://soccerex.getseeen.ai/moment/53254/60-million-us-hispanics-in-the-us-a-lot-of-them-are-mexicans https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/000007/moments/thumb_028801.png 60 million US Hispanics in the US, a lot of them are Mexicans, achieve here? It's massive. You need to understand that, uh, last poll that I saw in, uh, was 60 something millions of US Hispanics in the US. Like that's not something to treat like lightly. 60% of them are Mexicans, so a lot of the things that we do are not like this is for Mexico, this is for the US, no, this is in Spanish and we do it in in English and sorry, in the US. US and in Mexico and this is in English and we tailor to the general market so our strategy is more focused on the different personas as I was mentioning before that not necessarily countries like understanding North America is just US or just Canada of course the difference, but the US is very diverse so you can have strategies that you can apply here and open in Colombia because if you are targeting Colombians in the US, why would you not take advantage of that for your Colombian fans in Colombia too, you know. 2700 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/video_Ir93ac6.mp4 2025-02-06T11:39:19.455969+00:00 https://soccerex.getseeen.ai/moment/53255/how-do-you-focus-on-the-micro-level-as-well-as-a-global-level https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/000007/moments/thumb_028800.png How do you focus on the micro level as well as a global level And this is something you're finding out in terms of your research and marketing and direction of travel for for clients that this honing of campaigns and focusing on the micro level as well as a global level, 2700 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/video_Ir93ac6.mp4 2025-02-06T11:39:19.455969+00:00 https://soccerex.getseeen.ai/moment/53257/i-think-football-gives-the-opportunity-for-a-long-term https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/000007/moments/thumb_028799.png I think football gives the opportunity for a long term yeah it kind of becomes that. Whereas again, like these are, these are new teams, new leagues that are coming here and people I think are trying to figure out where they ultimately align from an affinity perspective. Again, you probably got a lot of Christian Poli fans who. They might have been buying Dortmund jerseys or whatever it is and then they swap as he moves around different clubs and stuff, so I think that's where again it's it's building that connection. I think it ultimately has to come beyond just the individual players cos they're gonna come and go ultimately, but I think when you look at the the history and the background, I mean, like you were saying before, Barcelona, Real Madrid have been coming in since 1920, that as clubs they're not gonna go anywhere if for all we know, I mean we see it in US sport all the time. Oakland athletics baseball team are off to Vegas and overnight a hockey team went from Arizona to Utah. That's not gonna happen with these brands of these football clubs, so that's where I think that long term connection and that relationship between within families as well like like you said like. My dad taught me, my, my granddad, etc. etc. if we become that family connection, I think football gives that opportunity, unlike some of the sports that exist currently in North America. I agree with 2700 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/346/009346/video_Ir93ac6.mp4 2025-02-06T11:39:19.455969+00:00 https://soccerex.getseeen.ai/video/9347/bmo-and-lafc https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/thumb_009455.png BMO and @LAFC ⚽ 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53294/lafc-is-the-2nd-franchise-to-to-to-break-the-market-and-is-a https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028828.png LAFC is the 2nd franchise to to to break the market and is a Special, um, uh, room chat here. Um, welcome to the afternoon session and the kick off of that. We're here with uh Bemo and LAFC to talk about a uh a partnership that's kind of been going for about 2 years now, and this is the 2nd season. Um, it's a pretty, uh, it's an honor for me actually to be uh to be hosting this panel. Uh we were just talking off stage. I worked with the MLS in my previous role at IMG on international media rights and distribution, and uh we saw several um franchises launch in that time from New York City, uh, from Atlanta, Charlotte, obviously into Miami, but the one that always stood out for me was LAFC, um, an incredible story for those of you that don't know, um. Coming out of Los Angeles is the 2nd franchise to to to to break the market. Obviously Galaxy had been there before and Shivas had tried, and unfortunately didn't didn't succeed. So what we see now in in in in Los Angeles with LESC and the Galaxy being able to, you know, fill the Rose Bowl, uh, you know, 80,000 people quite regularly, um, really led to what is now known as probably rivalry week, frankly, and I think um. I think that's a real privilege to be here to hear this story and this journey. So um welcome to Natalia and to um. Uh, to, to Ryan from LA and Shelley and Peter from uh Bemo. So Shelley, we're gonna kick off with, uh, with you, if I may. OK. So last year you entered, uh, you entered a groundbreaking uh deal with LAFC. It's a 10 year partnership. Can you tell us why 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53295/bank-of-soccer-in-canada-and-angel-city-fc-are-partners-with https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028827.png Bank of soccer in Canada and Angel City FC are partners with Yeah, for sure. I, well, I'm gonna start at the beginning, um, because I think there's probably people in this room that don't know Bemo. So we are a more than 200 year old bank in Canada and a roughly 40 year old brand in the US which was primary. ly concentrated in the Midwest up until last year when we expanded into the West through our acquisition of Bank of the West and that expansion was primarily into California and a very, very important market for us within California was LA. So as a marketing organization we had a pretty huge job to do in this new footprint we had to introduce ourselves to a consumer base that largely had no idea who we were, um, so we had to explain that we are a bank that BEMO is a bank, how to say our name it's BO, not BMO um explain our value proposition and what we were bringing to the market and, um, in doing that we, we had a a robust integrated marketing plan. And the cornerstone of that plan in LA was the partnership of the naming rights of Bmo Stadium and LAFC and Angel City FC and if you think about like what it takes to make a really, really big splash in a new market, one way to do this is to put your name in giant letters on a building that you can see from the airplane window. Um, but we are not in the business of just throwing our name on things and, and letting that do the heavy hitting. Um, we also wanted to be very intentional about how we entered this market from a community perspective, and that is where LAFC has been such an incredible partner as they have grown an incredibly engaged fan base over the last decade, so. Um, it was a no brainer for us to, to find a partner that was gonna help us be able to show up like them right away, um. We had a very serendipitous opportunity to come together, uh, to extend a platform that has worked really well for us in Canada. We're the Bank of soccer in Canada. We partner with all three MLS teams up there. Some of you guys are here. Hi, see you up front, um, as well as we have a gra… 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53296/head-of-revenue-and-strategy-for-lafc-met-with-bemo-about https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028826.png Head of revenue and strategy for LAFC, met with BEMO about Hi everyone. So my name is Ryan Bhara, head of revenue and strategy for LAFC. Be with the club for about 9 years, um, had the fortune of meeting Peter and team about 2 years ago when we were getting this process started to do something that Uh, was transformative for BO and also for LAFC because it was a new reframing after COVID for our stadium and taking it to the next level, um, and it's 22,000 seat stadium in the heart of LA right adjacent to the USC Coliseum. Right off the 110 freeway for those that have been there, so really great location and a stadium that has about 70 events publicly ticketed per year and also the home of Angel City Football Club, uh, that started in NWSL very recently, so. With all of that, that was the opportunity in front of us to find the right partner and I think from the very first I still remember the very first meeting that we had and you know when Peter and team came to join us the difference in what we felt in that first meeting was really why it was a no brainer specifically because frankly. BEMO has done it before many times they know how to manage and leverage stadium naming rights specifically to a level beyond I'd say others in football in the US, North America, etc. and even globally I put them pound for pound for anywhere and that was really attractive because ultimately to be the most sophisticated version of ourselves we also wanted to make sure we had a partner that would grow with us and take us to another height. And that was definitely what we thought in the conversation, which we'll get into in more depth, but I love Peter to add to that. 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53297/no-brainer-is-really-kind-for-a-brand-entering-a-market https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028825.png No brainer is really kind. For a brand entering a market No brainer really kind for. For a brand entering a market for the first time who I think when we no not I think when we first started talking we didn't even have regulatory approval on a deal and in an industry like ours not having regulatory approval on the deal means you don't have a deal yet um so we started the conversations, um, uh, and we took them seriously from our side from day one, because we recognized an alignment of values right at the gate. Uh, and I think it's hard to overstate the importance of, of naming rights for a brand like ours who had that daunting challenge that Shelly was talking about. How do we introduce our brand to a market like California, to a market like LA, you know, where there's two of everything, right? You're competing for attention against Hollywood and theme parks. Uh, it's tough, it's challenging and. The brief was pretty clear from leadership. They didn't just want to enter the market, they wanted to win and we needed to find a partnership. And the assets that would help us do that and we did and so I remember those early meetings at the stadium, the first walk around, um, we tried to bring our A game that we did that, uh, uh, we tried and I'm, I'm glad to hear that, uh, it sounds like we did. 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53298/lafc-and-bemo-are-coming-together-to-grow-the-sport-and-grow https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028824.png LAFC and BEMO are coming together to grow the sport and grow Yeah, I think I would just add that, you know, from the early beginning LAFC approached building our club street by street, block by block, one by one we really set out to be the force for good and bring joy to our community. And BEMO has similar shared values of growing boldly growing the good in business and in life. So as you can see it's two organizations coming together in this wonderful partnership of just have the shared vision of growing the sport and growing the beautiful game. 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53299/naming-rights-are-incredibly-powerful-assets-for-sports-teams https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028823.png Naming rights are incredibly powerful assets for sports teams, Yeah, it's like I just said a moment ago, hard to overstate how important the fact that naming rights were actually on the table. Um, it's exciting to be a marketer and to, you know, be in the middle of an acquisition and to be challenged by your leaders to be bold. We got that challenge. Um, it was daunting, as I said, and it really shaped the work to go look at the market and surface the opportunities that were there. Ryan, keep me honest on this, but I think when we started talking, Your naming rights were the only sports naming rights that were non-contracted for the next decade or so. That's right, right? So naming rights are super powerful, which we'll get into in a second, but they're incredibly scarce, hard to get. You can't just go buy them when you want them or when you need them. Um, so like I said, the fact that the naming rights were available, and we were looking at an asset that really aligned to. A playbook that Shelly mentioned that we know really well. Um, when we started talking, we really approached this as carefully, thoughtfully as possible because the marketing challenge we had was significant. And the timeline to deliver was intimidating. To, to say the least, um, so why naming rights, you know, why does it matter? And I don't want to minimize our partnership to just the naming rights. We're gonna unpack all the other stuff too. Um, but we were faced with a situation where we needed awareness in spades, right? And so naming rights sounds obvious are the best asset to be able to do that, but sports teams, specially post COVID, have been kind of rolling with new initiatives and rolling out. New assets that are awareness driving, right? Hockey and basketball, we're seeing jersey patches. We've had it in soccer for much longer. Uh, we're seeing helmet decals, we're seeing erase and replace LEDs and DEDs, etc. etc. Our research shows us though that when you have naming rights you have a potential to reach up … 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53300/partnering-with-beo-for-the-stadium-because-ultimately-the https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028822.png Partnering with BEO for the stadium because ultimately the go ahead. I was just gonna add that everything that they've been sharing the last few minutes is why we were so excited specifically to partner with BEO for the stadium because ultimately the level of sophistication related to thinking about measurement. Realizing that it's deeper than just the signage opportunities that exist and that there's a community impact and a force for good, uh, growing the good for business, etc. that we and for the game that we got to do together that is really what deepens that connection with fans and ultimately is why we were able to make this sprint in record time happen in advance of last season and that ethos and connection. Is really what made it sing from the very jump and why we've really together we're doubling down on it even last this year, so we're really excited about that. 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53301/we-had-a-war-room-dedicated-to-monitoring-social-media-and https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028821.png We had a war room dedicated to monitoring social media and and just I'll share a quick anecdote that, that just, that came to mind. And it's Shelly talked about serendipity, we talked about the speed of the pace that we had to get this done. Um, we're seeing it in the data that it's working, which is great, but one of the, one of the proof points that I like to look back to, uh, was Labor Day weekend, um, last year, and it was Inter Miami's first visit to LA. Uh, it also coincided with the conversion, the full conversion, right, of all those Bank of the West branches toemo branches, and you need a long weekend to be able to do that apparently with banking acquisitions because a lot can go wrong. It's hard to flip the switch. So we had an entire war room um dedicated to monitoring. Um, social media buzz, all those things, cause so much could go wrong and we wanted to stay in front of any issues. Well, that night at Bmo Stadium, when it was 22,000 packed, I think 40 or 50 A-listers, Prince Harry, a lot of stuff going on. The war room started buzzing. And they thought, oh no, what did we break? What didn't go right? What went wrong? Well, the reality was there was a soccer match happening and it was happening at Bmo Stadium, our new home, and it's a great little marker for us that shows it was bold but it was the right play for us at the time. 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53302/lafc-and-bo-are-really-committed-to-giving-back-to-the https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028820.png LAFC and BO are really committed to giving back to the I would just like to add that I'm most proud of how well we brought the community to Bmo Stadium since we kicked off our partnership. Um, there's so much commitment from both LAFC and BO to give back to the community of Los Angeles and there's several community programs that we've kicked off at Bemo Stadium that welcome that community, including Match Access. We host nonprofit group. Such as Paro Los Ninos, I have a Dream Foundation, Rainbow Labs, all from very diverse backgrounds, and we bring them and give them an experience that they normally would not have transportation, tickets, food, meet and greet with players to be able to kick a ball after the game. It's priceless. It's something they'll remember forever. Um, this year we proudly kicked off the inaugural LFC unified team, which is in partnership with VO and Special Olympics. We hosted a signing day at Vmo Stadium for them. Which was so special. Our co-president general manager John Thorrington was there. Club legend Giorgio Collini. RAFC Captain Eli Sanchez welcomed all of these athletes and unified partners. They signed a contract on the pitch, put on their uniform, had a media day like a normal player would to experience that for the community was memorable. Uh, we host Bemos. Business spotlights we've honored over 22 small businesses. They've had a chance to come set up an activation booth pre-match at the stadium to be able to showcase our business. We honor them at halftime. We promote them on social media and newsletter and really give them the platform to grow their business, and that's just some of few programs that we do together with BEMO and LHC that we're really proud of. 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53303/ryan-and-peter-have-aligned-in-the-jerseys-and-shirts-theyre https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028819.png Ryan and Peter have aligned in the jerseys and shirts they're I mean talking about brand alignment, and I'm going to kick this off with you, Ryan. Clearly you and Peter have aligned in the jerseys and the shirts you're wearing here on the stage, so I'm very pleased that this partnership is working super well, but how are you approaching the alignment, because obviously I would call LAFC a bit of a disruptor in the LA market versus kind of the traditional. Um, sort of franchises that we've seen before, um, obviously the fan base is pretty, um, is pretty wild, you know, dare we even, you know, say, say similar to Raiders in style. Um, but no, going back to that, how, how do you see the, the brands aligning? It's a long term deal. Um, there's a lot of football and soccer, should I say, going on. Over the coming, you know, 24, 48 months here, um, how do you see this alignment working and, and how are you approaching that as you, as you sort of start this, this partnership? 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53304/hosted-mls-cup-final-celebration-with-bmo-partnership-hosted https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028818.png hosted MLS Cup final celebration with BMO Partnership, hosted It was, uh, I'm sorry, I'll jump in here. It was quite memorable, uh, experience for me professionally to bring to life BMO Partnership. I remember hosting Peter and the BO leadership team at the MLS Cup in 2022 when I would introduce them as my friends because I couldn't talk about what we were about to announce. We were so intentional and we wanted to honor that everything that BIO was going through with acquisition of Bank of the West that uh you know it was a very small group of us that were keeping this secret as we called it Project Avocado uh to to bring it to life and thanks to Peter, I survived our PKs uh to the championship. Thanks for all the pats on the back. And I would say that, uh, you know, it was for us very important that we celebrated our new partnership with all the different elements of LAC and BMO community. I remember that you know as soon as we knew that the announcement date was locked in we were ready to go. First thing we did was host the town hall for LAC and BEA employees, uh, virtual town hall we jumped on and we made sure that they heard the news first, uh, about this ground groundbreaking partnership, um, and then we were sprinting to, uh, kick off, uh, you know, the home opener and making sure the signage was in place and. Everything went up on time, quite, quite record time there and uh you know we hosted a long day of events at Bmo Stadium to really celebrate that with our community. We started with the press events where our ownership team, including Magic Johnson and everybody were there to welcome, uh, everybody to Bmo Stadium. We hosted 50 students from LAUSD for the honorary first kick on the pitch of BMO Stadium. Um, and then we had a luncheon for Bank of the West employees to make sure that they as well had a special moment, and last but not least, we hosted town hall with our supporters, the 3252, for them to really meet and get to know BO as our new biggest partner and uh we surprised them with a really fun drone show that they loved. U… 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53305/i-think-you-can-see-there-is-truly-a-philosophical-alignment https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028817.png I think you can see there is truly a philosophical alignment I think you can see there is truly a philosophical alignment amongst our two brands, and I think at at our core our commonalities are, you know, for us, our customers and your fans are at the forefront of every single thing that you do we are both very, very committed to the community and we're very, very intentional about building out our distinctive brands and so for. BO what that has looked like from a marketing perspective is over the years the creation of a brand construct that is unmistakably Bmo it's our colors, it's our tone and voice, the way that we are very human in conversation. Um, we have a reoccurring character in all of our marketing. It is, uh, we call him the Bemo guy. He's played by actor Lamour Morris and he personifies the experience of banking with Bemo and he takes a subject that can be, you know. Kind of serious and makes it really approachable for consumers and does it in a way that has this really sophisticated wit and humor and so that is the foundation of what our brand stands for and then when we're partnering with a brand like LAFC. Um, we had a really unique opportunity with our front of Jersey launch, front of kit launch. Um, LAFC approached us and said we'd love to offer up one of our, um, owners to do the launch. Will Ferrell. And so, you know, for another bank that might be a little bit of a stretch to work with Will. Nobody says no to Will, but um, but for us it was a really nice extension of our brand tone because we had that foundation of humor already. Um, and it's a, it's a really good example and representation of when two brands can come together, kind of bring the best of both and really win the moment. I mean it was like more than a moment it was a full media cycle and, and a really good, um, example of what that partnership looks like when it comes to life and I think we can show you what it looks like if we can just queue up the, the tech. 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53306/franchise-seven-years-old-converted-all-branding-across-in https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028816.png Franchise seven years old, converted all branding across in I mean, that really is incredible. A seven year old sort of franchise and then I will ask you how long exactly did it take to convert all the branding across because you keep alluding to how quickly it was. I mean, how quickly are we talking? We kicked off January 22nd, 2023 when we were ready for home opener. March 3rd. I'm so happy I was not in this job at that time. It was quick, we had fun. 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53307/in-canada-youre-known-as-the-bank-of-soccer https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028815.png In Canada you're known as the Bank of soccer Well, that's that's phenomenal. Well, well, congratulations to everybody and I think this is a good segue into um into sort of asking you at Bemo and I'll probably start with with you Peter here actually, um. In Canada you're kind of now known as the Bank of soccer, um, and obviously emerging into a market like LA coming from, you know, the East Coast to the West Coast is a very different thing altogether. Um, why is this long term investment so important to you, to the, to the bank um and um and, and how are you looking at soccer specifically uh as as as the footprint for you guys now? Yeah, thank you for that. I think to understand Bemo and Bank of Soccer, you kind of have to understand where we come from, right? And Shelly mentioned, we're a Canadian bank. Uh, so you kind of have to understand the Canadian sponsorship industry. There's a lot of similarities um with the Canadian sponsorship industry to the, to the US market here where we are today. There's a lot of differences too. One of the differences is that there just aren't as many tier one sports properties or assets in the Canadian marketplace as there is down here. And so what that leads to in our category, financial services and retail banking. Um, is a lot of long-term incumbent deals with those marquee professional sports properties. Um, and you pair that to with, I think this traces back to around 2010 when the Vancouver Olympics were happening, where the industry got really focused not just on defending product categories through exclusivity, but also on recognizing the power of storytelling and themes and wanting to build. Protection around stories as well in 2010 that was actually the launch of uh PNG's Thank you mom campaign which has been sort of the spine of their Olympic program for a very long time and so all of that combined means that us and our competitors have used sport and sponsorship. To create contrast and distinction and carve out an ownable space and for us it&#… 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53308/bmo-is-a-fan-engagement-tool-that-has-really-helped-to-make https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028814.png BMO is a fan engagement tool that has really helped to make Absolutely. I would say that um what's been wonderful about Bemo is they're, they show up very intentionally within the fan base and really prioritize fan engagement. Um, you may have heard of 3252, our supporter union. Uh, they've transformed our match day experience is a big part of the fabric of our club, and as, as I alluded to at the beginning, like BA understood the, the not just the opportunity but the importance of showing up. Up and sitting down and building that relationship with our supporters and that included uh not just that initial town hall and meeting that we have it's our continuing investment to have that relationship and listen to them, have them ask questions and provide feedback. When we unveiled their jersey, we hosted an event for them to see it first as we're preparing to launch our debit card, same, same strategy and approach. I think it's uh important for us to continue that that fan connection and to have those conversations are crucial. 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53309/staying-committed-to-helping-bemo-humanize-their-brand-with https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028813.png staying committed to helping Bemo humanize their brand with Yeah, and as long as we are staying committed to helping Bemo humanize their brand with our fans and our attendees every single day and staying very true to that consistently throughout the partnership, no matter how the objectives and the goals may change, uh, by different business line or by different community vicle or different events or marquee moments in our history with football growing so quickly. Then we are maximizing our relationship and also all the assets that uh we created together and invested in together to showcase this amazing story and put this partnership and the pinnacle of Major League soccer, football, you know, be uh be the pinnacle that people can strive for and other properties can do as well. 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53310/i-think-soccer-is-nothing-without-its-fans https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028812.png I think soccer is nothing without its fans And yeah, just to just to build on that and. Connect to some content we heard this morning, we heard, I heard a really interesting line this morning like. Football is nothing without fans. I think in our case, soccer is nothing without supporters. The LAFC supporters, like they are the heartbeat, right, of the stadium. And for me, when we first started talking, we first visited the stadium like I got really nervous about how blue was gonna meet black um and Shelly and I have talked about this stadium as. A billboard and as marketers it's a billboard as a supporter, as a fan, it's a cathedral, right? They, that's, that's their language, not mine. And so we. With a lot of trust, worked really carefully together on trying to figure out, OK, what does our brand stand for, what is your stand for? Where do we sort of come together and how do we make that work? And I think we did it in a really special way where you can see the building does carry our blue and our red, but the kit honors the black and gold and finding those balances and at that event that Natalia was talking about, it really hit home for me when one of the supporters said, hey, You know, you guys have done more for us, you know, today than um the other naming rights partner has in a number of years. 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53311/new-franchises-are-popping-up-all-over-the-country https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028811.png New franchises are popping up all over the country The board is now up. We've got an 8 minute of your time to go. So, um, I kick off with you, Ryan, actually, um, you know, there's a lot of growth in this country, especially new franchises launching. I know there's a couple in the crowd that are looking at future franchises, not just in the men's game, but in the women's game as well, um, and obviously, um, there's a a USL as well as an MLS and NWSL. How um how do you, and what advice would you give to those franchises in, in finding this kind of partnership, because it's not an easy business, you know, I spent a long time at IMG and I've got a former colleague in the yeah. I got a former colleagues it's a, it's a lot of uh it's a lot of work, it's a lot of, a lot of time, so how would you go about advising, um, you know, the future franchise and even existing ones on, on, on finding partnerships? New franchises are popping up all over the country, especially in the women's game. How do you advise existing franchises on finding a partner to help them grow and even expand their business? 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/moment/53312/when-you-think-about-mls-in-the-past-it-was-very-fractured https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/000006/moments/thumb_028810.png When you think about MLS in the past, it was very fractured Definitely so great thing is that taking the clock back a bit 789 years, consider where MLS was and where it is today in a few different ways and then I'll answer the question about how to go about it most effectively. When you think about it back in 2017, 2018. A partnership revenue across the entire league was half of what it what it is today, so you can quickly see that growth. And then on top of that, on the broadcast side, we were in a place where every single team had a disparate linear local broadcast deal. And the national broadcast was also on various different channels at all times, so as a fan, as someone who wants to get into soccer potentially learning about the clubs they can follow and ultimately for our brand partners that are investing and carrying the league truly. It came a long way when now, you know, many years later we're all in one place and it's truly global and we can actually track to the individual user where the view is coming from, for how long to what level, etc. so versus before it was all disparate and very difficult to track real value so to have that reach and then continued growth, um, also doubles since that time. It's shows where the league is going, where the sport is going, and how the mutual investment that we're making together with our intellectual capital, our assets, and our brand partners passion and purpose behind growing the game takes to the next level and so now for the properties that are ultimately looking for. Whatever the situation is, even the sport doesn't matter. The keys to finding the right partner like Bemo, uh, for their individual situations, it's always tied to understanding. If I'm at the other side of the table, I'm working at the brand that I'm potentially interested in having be my partner, why would I do this deal? Like what are the object like try to be the CMO, try to be the the CEO of that company, what are the objectives that that brand has and how does that connect to what… 2720 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/347/009347/video_ho8dbWI.mp4 2025-02-06T11:40:02.823391+00:00 https://soccerex.getseeen.ai/video/9381/lisa-lutoff-perlo-speaking https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/381/009381/000002/thumb_009481.jpg Lisa Lutoff-Perlo Speaking 31 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/381/009381/video_FZJTpsl.mp4 2025-02-07T15:18:44.877446+00:00 https://soccerex.getseeen.ai/video/9384/simon-leslie-speaking https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/384/009384/000002/thumb_009480.jpg Simon Leslie Speaking 43 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/384/009384/video_LoEpk4G.mp4 2025-02-07T15:17:33.354039+00:00 https://soccerex.getseeen.ai/video/9389/dietmar-exler-speaking https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/389/009389/000002/thumb_009479.jpg Dietmar Exler Speaking 61 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/389/009389/video_RhvlHat.mp4 2025-02-07T15:15:35.699686+00:00 https://soccerex.getseeen.ai/video/9390/simon-leslie-speaking https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/390/009390/000002/thumb_009478.jpg Simon Leslie Speaking 46 https://d3ev5earl6dvd0.cloudfront.net/public-media/videos/009/390/009390/video_WCOFFr3.mp4 2025-02-07T15:13:38.038074+00:00