How the New York Red Bulls Achieve Year-Round Fan Engagement

Cheqroom’s "Keeping Work in Motion" webinar series, recently featured Anthony Ingrassia, Senior Manager of Video Production for the New York Red Bulls. This session delved into how the New York Red Bulls maintain a dedicated fan base year-round, even beyond soccer season. Packed with valuable information, the discussion offered practical tips for brands seeking to engage their audience consistently throughout the year.

Conversation Insights

The Evolution of Storytelling in Sports Media

Anthony Ingrassia shared his journey in sports media, highlighting the significant transformations since 2005—a time when social media wasn't yet a prominent storytelling platform. He described the shift from traditional broadcast media to digital channels, particularly during his tenure with the Brooklyn Nets. Today, social media plays a central role in fan engagement and forms an integral part of the Red Bulls' strategy.

Keeping Fans Engaged Year Round

A key takeaway from the webinar was the importance of creating content that resonates with the audience and aligns with their interests. The Red Bulls have implemented effective strategies to maintain fan engagement throughout the year. Ingrassia emphasized the importance of continuous content creation through:

• Social media updates
• Community outreach
• Player appearances
• Events such as World Cup watch parties

During the off-season, the New York Red Bulls also produce engaging content such as behind-the-scenes videos, player interviews, or fan interaction pieces. By consistently featuring this content on their social media channels, they maintain a strong connection with fans even when there are no games.

Community Involvement

The New York Red Bulls are more than just athletes—they're influential leaders committed to their community. Their impact extends beyond the stadium through local initiatives, including youth soccer clinics that teach life skills and nurture talent.

Since Red Bull's acquisition of the team in 2006, they've honored their heritage with the "legacy kit," celebrating the MetroStars era. The Red Bulls also elevate the fan experience with enhanced match presentations, engaging halftime shows, and dazzling fireworks—transforming each game into a captivating event.

While brand evolution can sometimes create divisions, the Red Bulls remain true to their core values. They've struck a balance between embracing change and honoring their roots, continuing to win fans' hearts along the way.

The Power of Storytelling

Storytelling has become a vital element in nurturing a passionate fan base. Ingrassia explained that chronicling the team’s journey captivates fans by showcasing the hard work and personal stories of players. This emotional connection fosters loyalty and a sense of belonging, even during challenging times.

Experimentation in Content Creation

The Red Bulls prioritize experimentation in their content strategies. By utilizing A/B testing, they identify the most effective content types, while analytics guide decisions on formats and platform-specific approaches. The Red Bulls prioritize accessibility, providing closed captioning and optimized subtitles to ensure an inclusive fan experience for all. These strategies enhances fan engagement and refines the storytelling process.

Collaboration Amidst Competition

In New York's crowded entertainment landscape, collaboration with other major league sports’ teams enhances visibility and fosters a unified sports culture. By supporting fellow teams on social media and engaging in joint promotions, the Red Bulls strengthen their presence and cultivate a sense of community among fans.

Ingrassia highlighted the importance of diversifying content strategies and leveraging partnerships to engage a wider audience.

1. Creating unique content through partnerships: The New York Red Bulls collaborate with various brands, including cheering on other sports teams via social media—such as the New Jersey Devils on their game days. This approach brings fresh perspectives and expands the Red Bulls' reach by tapping into partners' audiences.
2. Catering to diverse fan interests: The team creates content for different audience segments, including performance-focused fans, fashion enthusiasts, and those interested in community stories. This varied approach ensures engagement across different demographics.
3. Maximizing offseason opportunities: The team uses events like schedule releases and the MLS SuperDraft to maintain fan interest during the offseason. These touchpoints help bridge the gap between seasons and keep fans engaged year-round.

The Future of Sports Media

Anthony Ingrassia envisions the future of sports media centered on enhancing the second-screen experience. Engaging fans with content on their devices while they watch games will be crucial for growing the sport's popularity. With strategic partnerships and high-profile player acquisitions, soccer is poised for significant expansion in the U.S.

Putting It All Together

The "Keeping Work in Motion" webinar offered valuable insights into the New York Red Bulls' innovative fan engagement strategies. Ingrassia's experiences and the team's dedication to storytelling, community involvement, and adaptability serve as an inspiring example for organizations aiming to strengthen their fan connections.

To discover how Cheqroom empowers organizations like the New York Red Bulls  to manage assets and streamline production workflows, visit our How It Works webpage.