Dominican University of California
 

Presentation or Panel Title

Hitting the Goal: Sacramento Republic FC Marketing

Location

Guzman 114, Dominican University of California

Start Date

4-20-2017 6:20 PM

End Date

4-20-2017 6:35 PM

Department

Communication and Media Studies

Student Type

Undergraduate

Faculty Mentor

John Duvall, Ph.D.

Presentation Format

Oral Presentation

Abstract/Description

As in many other parts of the country, soccer first made its appearance in northern California in the late 19th century. Through trial and tribulation, California’s capital city of Sacramento is finally starting to see progressive strides in building a successful name in the soccer industry. The current semiprofessional men’s soccer team, Sacramento Republic FC, was established within the United Soccer League (USL) under current president and founder Warren Smith back in 2012. During the organizations inaugural season in 2014, they logged record-breaking success both on the field and in the front office. Sacramento’s success includes approximately 20,000 fans attending their sold out first game. In addition, they have had over 8 million impressions and mentions of the organization throughout several broadcasts and print media including Sports Illustrated (Augustine Ideas, 2015). Compare this to the 1999 WISL Champions, the Sacramento Knights, who averaged an attendance of 6,200-7,100 fans a game. Let the evidence speaks for itself: something very different is now happening in Sacramento. Little to no substantial research has been done on the organization that helps illustrate why this particular team is progressing at the rate it is. This paper uses a case study approach to analyze the precise marketing characteristics the organization has implemented that can account for their early success. More specifically, it focuses on the shift of the Sacramento demographic and how viral marketing is significant in regards to developing up and coming sport team marketing programs.

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Apr 20th, 6:20 PM Apr 20th, 6:35 PM

Hitting the Goal: Sacramento Republic FC Marketing

Guzman 114, Dominican University of California

As in many other parts of the country, soccer first made its appearance in northern California in the late 19th century. Through trial and tribulation, California’s capital city of Sacramento is finally starting to see progressive strides in building a successful name in the soccer industry. The current semiprofessional men’s soccer team, Sacramento Republic FC, was established within the United Soccer League (USL) under current president and founder Warren Smith back in 2012. During the organizations inaugural season in 2014, they logged record-breaking success both on the field and in the front office. Sacramento’s success includes approximately 20,000 fans attending their sold out first game. In addition, they have had over 8 million impressions and mentions of the organization throughout several broadcasts and print media including Sports Illustrated (Augustine Ideas, 2015). Compare this to the 1999 WISL Champions, the Sacramento Knights, who averaged an attendance of 6,200-7,100 fans a game. Let the evidence speaks for itself: something very different is now happening in Sacramento. Little to no substantial research has been done on the organization that helps illustrate why this particular team is progressing at the rate it is. This paper uses a case study approach to analyze the precise marketing characteristics the organization has implemented that can account for their early success. More specifically, it focuses on the shift of the Sacramento demographic and how viral marketing is significant in regards to developing up and coming sport team marketing programs.