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October 16, 2013
Droga5 Selected as NYC Football Club’s AOR
It wasn’t too long ago when Major League Soccer (MLS) was trolling the United States for a location for its 20th soccer team. There was plenty of speculation as to where the league would select. Many thought that Raleigh (NC) was a top choice, and maybe the Railhawks would be bumped up.

But then Manchester City, a renowned football club in England, and the New York Yankees came to MLS with several reasons why they should put another soccer team in the Big Apple. 100 million ($) reasons, to be a little more specific.

And now it has been announced that the New York City Football Club (NYCFC) has selected agency Droga5 as its agency of record. Droga5, which has offices in London, New Yorkm and Sydney, will help the team with introducing the brand to New York and U.S. soccer fans, and getting respective audiences active and engaged.

As a big soccer fan, we have been keeping an eye on the conversations about the addition of NYCFC, and the results have been mixed. Though many are thrilled that the MLS added another team, a plurality is confused about the result. Many harkened the “failed” partnership between Chivas USA, a partnership between a U.S. and Mexican football club.

We wouldn’t call it a failed partnership, but it seems too soon to call it successful.

Droga5 and NYCFC will have their hands full, that is easy to say. Placing another sports team (including a another soccer team) in a huge city full of distractions will make active engagement difficult. 

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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