(UPDATE: The LA Galaxy beat the New York Red Bulls 2-1 on Saturday to win the MLS Cup.)
The New York Red Bulls have made an improbable run to the MLS Cup final. They don’t let the moment pass.
On Saturday, the underdogs Red Bulls will face the LA Galaxy in their first finals appearance since 2008. The return to the championship comes as the franchise is enjoying its best revenue year ever, with the team seeing attendance soar 10% compared to last season. . As players outlasted their opponents in the playoffs, the business operations staff made calls and made deals.
“We see the momentum,” Red Bulls president Marc de Grandpré said in an interview. “We have a lot of people who were hesitant to renew and are renewing now. The company is moving in the right direction. … It’s a great opportunity for us to capitalize on.”
The Red Bulls face five-time champion Galaxy as the lowest playoff seed to ever reach the finals. The Red Bulls, seventh seed in the Eastern Conference, look to convince prospects sponsors and to season ticket holders that this season was no accident. This hasn’t been much of a problem, as renewals with partners like Audi and Heineken have increased by more than 100% compared to previous agreements, according to de Grandpré.
These recent partnerships show the value that the club’s dream season has delivered, with a focus on the future. The Red Bulls have the second youngest starting lineup in MLS this season and plans to open a new privately funded training center in New Jersey next fall.
The club, owned by Austrian energy drink giant, has more clout as it seeks to fill multiple sponsorship categories, from airlines to technology.
This list also includes the naming rights at Red Bull Arena, the team’s 25,000-seat stadium in Harrison, New Jersey. The club’s parent company was in no rush to sell these rights; it reaps the benefit of marketing its namesake year-round for what de Grandpré calls “the brand’s most valuable asset.”
The Red Bulls, however, want to find the right partner and believe this memorable playoff run could help the team “cross the finish line” next year. This is especially true if they pull off another upset and win their first MLS Cup in franchise history.
“Everyone wants to be associated with a team that wins and performs at the top of its game,” de Grandpré said. “Our team has to rise to the occasion and make the most of it as best as possible. »
The club not only plans to invest in the squad, but also wants the internal staff to enjoy this moment. The team’s owners flew front office employees, catering partners, and maintenance and security personnel to Los Angeles for the game. They have purchased over 2,000 tickets which will be used by season ticket holders and sponsor partners. A number of fans are having their trip to the West Coast subsidized by the team, which plans to host executives who work at Red Bull North America headquarters in Santa Monica.
“You never know when you’re going to get back to that point,” de Grandpré said, “so you have to make sure you take advantage of it at every level.” »