Brand sponsorship requires very sophisticated matchmaking. Neither side has any control over their public image, which is tied to that of the other organization. It’s easy to think about big failures. In 2001, the Houston Astros had to strip the Enron name from their stadium after Enron went bankrupt. The Miami Heat were forced to do the same earlier this year when naming rights owner FTX filed for bankruptcy.
Success depends on both parties sharing the brand and organization’s values. Julia Woolman, co-founder and president of Angel City Football Club (ACFC) of the National Women’s Soccer League, said this is exactly why HubSpot is the right partner for them. Ta.
“When you look at the actual value of HubSpot, they talk about what’s good for the bottom line is good for the customer, and they say they succeed with their soul,” Urman said. “Angel City’s values are strong because by having higher expectations on and off the pitch and investing in our community, our products, our players and our sport, we can truly drive true equity for women.”
Building a new model team
These values were the driving force behind the creation of the Los Angeles-based team. It all started when famous actor Natalie Portman heard a speech by soccer legend Abby Wambach. Wambach pointed out that when female soccer players end their careers, they retire with no retirement plan and little means to support themselves, which is the exact opposite of the situation for male players.
“many [Wambach’s] “This speech inspired us to create a different model,” Portman said in an interview with the Guardian. She discussed this with Kara Nortman, a venture capital executive, who asked Uhlman, a tech executive, to help start a new type of team.
Let’s dig deeper: How NC Fusion ran a campaign to help girls stay involved in sport
The idea spread like wildfire to other celebrities. Wambach and Alexis Ohanian (Reddit co-founder and Serena Williams’ husband) were the first in a long line of star investors. The group includes actors Jennifer Garner, Uzo Aduba, Jessica Chastain, singer Christina Aguilera, and famous athletes Mia Hamm, Billie Jean King, Dwyane Wade, and Julia Foudy. I am. In total, ACFC has more than 100 co-owners, two-thirds of whom are women. With such star power, the club attracted a lot of attention even before they hired the player.
“When we built Angel City, we wanted to create an organization where mission and capital could coexist,” Ullman said. “And it was important for us to move the conversation forward. So we launched the Angel City Sponsorship, where 10% of sponsorship funds go back into the community as a social impact platform like essential supplies and education. We have developed a model.”
Adjustment of values
That’s why this club was a perfect fit for HubSpot. “We partnered with his ACFC because we share the same passion for creating opportunities for the next generation of entrepreneurs,” said Sunil Desai, vice president of brand at HubSpot. states.
Funds from HubSpot, designated by the club as its “founding partner” and exclusive customer platform, will go to the Player 22 Fund. It facilitates resources and funding opportunities for female and non-binary former football players embarking on an entrepreneurial journey. Those who receive grants from the foundation will also have access to her HubSpot platform, allowing them to connect more closely with their communities. In addition, her two organizations have created a content series featured on LinkedIn, the “Women in Sales” event, and the Thought Her Leadership Dinner.
“We launched the Player 22 Fund last year,” Uhlmann said. “We help former NWSL players from any team build a career that will land them a job in the sports world. It can range from front office to team positions in marketing and coaching, to referees and commentators. there is.”
Uhrman said the team intends to leverage all the ways HubSpot can help organizations, especially CRM and marketing.
Learn from HubSpot
“We’ve been focused on building community from day one, and we can do that one-on-one at games, but we only have 12 home games a year,” she said. “So we’ve been able to leverage HubSpot to not only have a CRM program, but also create personalized messages that directly impact each of our fans. Can be used in relation to whether you are a fan in Los Angeles or a fan who lives outside of Los Angeles.
“Today, we know that we have a fan base all over the world. We have sold products in all 50 states and 51 countries. How can we increase engagement with fans who don’t live in Los Angeles?”
This isn’t CRM Sports’ first sponsorship (Salesforce has deals with the Olympics and F1 races), but it’s a first for HubSpot. The company has found a special partner in ACFC. It may be quite difficult to find another place where our values mesh so well.
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