MINNESOTA UNITED FC
Entering the 2014 season, the North American Soccer League (NASL) team wanted a new approach to retain its top corporate partners and attract new sponsors. The team needed to retain large companies, such as Anheuser-Busch, while also attracting regional partners, such as TruScribe, that had different brand goals when working with the team.
The United used B6A’s Partnership Scoreboard to leverage the company’s real-time analytics to provide insights for partners and internal management teams. This was the first time that the team could communicate transparent, cross-channel metrics throughout the beginning, middle, and end of the season to its current and potential corporate partners. In addition, the United no longer had to create manual end of the season recaps significantly reducing the time spent on generating these reports.
B6A’s service offerings played a critical role in generating over $100,000 in incremental revenue while also reducing costs by over 25% for the United. At a time when Anheuser-Busch was scaling back many of its sponsorships, the company renewed with the United because B6A’s valuation approach almost exactly matched its own calculations. The United also showed TruScribe how the team would value its relationship to ensure that the largest part of the company’s marketing spend would be used in the most effective way possible. The United have renewed its relationship with B6A as the team moves from the NASL to Major League Soccer (MLS) starting in the 2018 season.
"B6A provides us with new capabilities that are critical to growing our business. We now have the ability to clearly show our partners how much value MN United is delivering."
Brooke Dotson - Partnership Marketing Manager, Minnesota United