Working with Soccer United Marketing - Mexico v. New Zealand

By Krista Washington (SMBA '11)

On Monday, March 1st until Thursday, March 4th, Emily Nakayama (SMBA ’11) and I had the opportunity to work with Soccer United Marketing at the Rose Bowl in Pasadena, CA. Soccer United Marketing, also known as SUM, works extensively with the Mexican National team doing marketing and promotional work for the games that are held in the United States. Over the last few months, Mexico has embarked upon a six-city tour in preparation for the World Cup. On Wednesday, Mexico battled New Zealand in front of a sold-out crowd at the Rose Bowl.

Pressbox view of Mexico v. New Zealand game.

Emily and I had the responsibility of working Fútbol Fiesta, doing sponsorship activation. Along with Fútbol Fiesta, we also helped with post game meet and greets with current players and legends from the Mexican National team. Fútbol Fiesta is SUM’s marquee event that features an interactive area outside of the stadium in which thousands of fans can come and play games, eat food and prepare to watch the game ahead. Fútbol Fiesta offers sponsors a great opportunity to push their brand to an audience of thousands. The sponsors at Fútbol Fiesta included Wrigley’s, NAPA, Coca-Cola, Adidas, Home Depot and Cacique.

Early set up of Fútbol Fiesta.

Working with SUM gave Emily and I incredible insight into working with sponsors on a grand scale. We also learned what goes into executing a large event on an operational level. Seeing the excitement from the Mexican fans was unlike anything we are used to in America. To see the Mexican team have such a large following in the States was both impressive and thrilling. The remaining games in the tour are shaping up to draw large crowds, similar to the game at the Rose Bowl, which is great to see!

Thanks to SUM for the great opportunity! To learn more about SUM, click on SUM icon.

For other SMBA experiences, check out Oumar’s post.