San Diego Legion, San Diego’s Major League Rugby team, was set to open the 2022-23 season in their brand new home—Snapdragon Stadium.
TURNING SAN DIEGO INTO A RUGBY TOWN
Determined to kickstart their 2023 season in their new stadium in impressive fashion, the Legion set their sights on breaking the Major League Rugby attendance record of 9,000 with their opening home match.
In a crowded sports market, with many popular upstart teams, rugby was still relatively unknown as a major league sport. Combined with the lack of knowledge around how the game is played, education and awareness building was going to be key to bring in the next generation of rugby fans.
Knowing we needed to get past current and hardcore rugby fans in order to reach ticket sales goals, we focused major efforts on audience segmentation and testing. No assumptions about who is most likely to attend a rugby match were made, and a strategic testing plan was set in motion to ensure we could gather purchase patterns by audience and take that information to future matches.
Context versus audience targeting was also worked into the plan, to further ensure we covered all bases in our plan to educate all of San Diego about the Legion and their home season.
NEW CHANNEL, NEW AUDIENCES
Over 6M digital impressions leading up to opening, driving major awareness.