Buffalo Pro Soccer USL - The Martin Group

Uniting a city around its next pro sports team.

Challenge

Establishing any new professional sports team is a challenge—especially in a market that hasn’t had soccer at this level in years. So when Buffalo Pro Soccer first set out to bring a USL Championship soccer team to the region, there was more to build than a roster and a new stadium. There was an audience to reintroduce to the game, a vision to establish, and a case to make to prospective investors and partners.

As a strategic marketing and public relations partner, we’ve been charged with building credibility and awareness around the project, creating sustained excitement, and ultimately helping to turn an ambitious plan for professional soccer into something Western New York can rally behind.

Solution

We started by giving Buffalo Pro Soccer a consistent presence in the public conversation. Our ongoing media relations program has generated coverage across local, regional, and national outlets, while executive positioning has already established the organization’s leadership as a prominent voice for the project and its future.

We’ve also created ways to turn awareness into involvement. A series of community town halls keep fans connected between major announcements, while our Founding Members campaign gave early supporters a chance to get involved from the beginning with priority season tickets, exclusive events, merchandise, and more.

Social media strategy and execution, creative design, and ongoing strategic counsel have helped keep momentum moving as our team develops the club’s name, colors, crest, and visual identity.

Results

Well before its inaugural season, Buffalo Pro Soccer is already drawing a crowd. Our media relations efforts generated 1,914 earned media mentions in the first two years with a potential audience of 1.6 billion and an estimated $17.7 million in publicity value. More than 8,000 people follow the club across social channels, and 2,000+ Founding Members signed up in the program’s first six months. That growing visibility has also helped support conversations with prospective investors and sponsors.

There’s still plenty to do before kickoff, but Buffalo Pro Soccer already has something every new team needs—a city behind it.