A fan’s loyalty has to be earned, and fans expect you to relate in an honest and engaging manner. As fan strategists, we provide brand, venue and partnership solutions to strengthen the relationship between the brand and the fan.
At the core of any organization is a consistent, cohesive and unifying brand. New or old, established or evolving — a brand will grow with the fan, and we explore all opportunities for its overall strategy, valuation, design and management.
The energy within a venue draws from the enthusiasm of the fan base. We explore fan behavior, interactions, sentiment and trends to build relevant fan engagement through the elevation of logistical, technological and brand experiences in physical and digital spaces.
Each brand partnership has an innate emotional value that translates to economic value. We identify opportunities and provide strategy and ideation to articulate the macro value of a brand partnership.
You’re the best at what you do, which works out — because so are we.
Varsity Partners creates solutions that instill a sense of pride for fans and brands alike. Our approach and processes are purposefully designed to rally around and work side by side with your team — which means our partners will be involved from the initial strategic session until the final design detail is set in place.
When Tepper Sports & Entertainment and Charlotte were awarded the MLS franchise, one thing was quite noticeable during the announcement - the fans were already passionate, spirited and ready to support their new MLS team right away.
Working alongside supporters and the soccer community in Charlotte, we defined the fan and creative strategy for the initial primary supporters group for MLS Charlotte, the Mint City Collective. From supporter group structures market assessments to naming and brand identity development, we worked side by side to build an organic groundswell of support and energy that not only strengthened conversations with the MLS, but showed the soccer world that Charlotte is ready to compete at the MLS level. Since its launch in Summer 2019, the Mint City Collective has over 1,000 members nationwide.
Check out the Mint City Collective on twitter and instagram. #Mintality
04.1 — Name rationale and logotype
04.2 — Logo and rationale
04.3 — Primary identity breakdown
04.4 — Responsive identity system
04.5 — Merchandise design for founding members
04.6 — Mint Collective Members
04.7 — Charlotte MLS team announcement
04.8 — Charlotte MLS team announcement celebration