CASE STUDY
BIRMINGHAM LEGION FC Secures Dynamic Apparel Partnership Using DIGIDECK
The Challenge
As the Magic City’s first and only locally owned and operated professional soccer franchise, Birmingham Legion FC is rapidly expanding in both reach and brand value season after season. In order to support this fast-tracked growth, Legion FC was looking for a way to secure a blue-chip roster of Partnership Brands while matching their championship-level performance on and off the field.
“We wanted to bring partners right inside our stadium with real-life examples, impactful imagery, and concrete proof of performance that stands out.” shares SVP, Corporate Sales and Strategy, Timothy Burke Sullivan.
Additionally, with sights set on a future filled with custom-designed, ultra-popular Kits, building the right momentum and revenue was critical for Legion FC. As Kits continue to have a heavy emphasis in the global professional soccer scene, the USL’s most progressive teams (like Legion FC) understand both the need and desire to bring this level of popularity & detail to the United States – as both a revenue and brand affinity play.
“The way we present Birmingham Legion FC is elevated with DIGIDECK. We can engage not only local, but national, and international partners with content that feels authentic and delivers on our brand values and KPI’s.”
—Tim Sullivan, SVP, Corporate Sales & Strategy
The Solution
The DIGIDECK platform provides Birmingham Legion FC the ability to create custom, powerful presentations that bring their partners right into the seats of Protective Stadium incorporating real activation imagery, real audio, and real results in every presentation.
Additionally, after sending critical partnership information out, teammates on the Legion FC team are able to meticulously monitor and track every interaction including where the most time was spent viewing activations, what device was used, and who opened each session along the way.
With these insights in-hand, Legion FC can follow up with relevant information based on viewing patterns, to help secure deals faster and more effectively than ever before.
Adding to its impact, DIGIDECK’s ability to adhere partner logos directly onto real stadium opportunities using “hotspot” technology gives Legion FC an impressive and turnkey way to demonstrate their value on any device or screen size around the globe.
“The way we present Birmingham Legion FC is elevated with DIGIDECK. We can engage not only local, but national, and international partners with content that feels authentic and delivers on our brand values and KPI’s.” Sullivan states.
The Results
Since turning to DIGIDECK, Birmingham Legion FC has seen a consistent streak of wins on and off the field. Not only do attendance records continue to be eclipsed, brand recognition is accelerated by team performance as well as new co-owner and former NBA star Dominique Wilkins.
Beyond the headlines, Legion FC uses DIGIDECK for a number of use cases with notable moments brought on by the platform including:
New Multi-Year Apparel Partner Secured
Adding to the notoriety of Legion FC’s reach, in early 2024 the team announced a new multi-year deal with a new apparel partner: hummel.
“We want to align on our values, commitment to the community, and goals with every partner we sign on. Having ways to illustrate & define that have been a huge advantage.” Sullivan adds. “DIGIDECK helped us think through how we could approach our next apparel partner and ultimately helped to develop the conversation and partnership with hummel.”
In turn, this new agreement allowed Legion FC to sell its 1st ever jersey to Japan as part of the inaugural gold jersey launch with hummel.
Building Digital Momentum
Legion FC’s reach through DIGIDECK coupled with its digital channels has created a buzz of excitement – last year the team reported a 20% increase in overall social interactions and a massive 316% increase in YouTube video impressions.
DIGIDECK’s ability to deliver on any message in a digital format while maintaining brand consistency gives Legion FC a robust way to build on this momentum.
Extension of the Team
Beyond the platform itself, the DIGIDECK support team including brand services and training has been integral to Legion FC’s success.
“We don’t have the same marketing staff size as a major market NBA or NFL team, so having a way to create content that competes at that same level without a handful of designers on-staff has been a game changer. DIGIDECK acts as a true extension of our team and we plan to continue to capitalize on that.” concludes Sullivan.
With next season on their mind and big expectations as a team, Legion FC is poised for maximum growth with DIGIDECK “on deck.”
“DIGIDECK acts as a true extension of our team and
we plan to continue to capitalize on that.”
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