On March 3, 2022, DoorDash ventured outside of the NBA for the first time and became the official on-demand delivery platform for the Major League Soccer (MLS). It is safe to say that the first two years of this multi-year partnership have been interesting, and adventurous and have penetrated the soccer fanbase.
The food delivery giant transitioned to a different sport and immediately launched several intriguing initiatives. With “MLS NEXT Delivering Access presented by DoorDash,” they provide financial resources to create equal opportunities and advance soccer communities.
All of it makes it seem like it was rather seamless for DoorDash to tackle a whole new sport. However, in the recent episode of the “EssentiallySports – Think Tank” podcast series, Emery Barnes, DoorDash’s Marketing, Brand & Creative head delved into the intricacies of sports marketing strategy with our host Trey Holder and Out2Win founder Jack Adler, discussing the significant challenges they’ve faced while adapting to a new sport.
“It’s all about knowing your audience,” explained Barnes. He stated that they knew that the approach they used for NBA and WNBA fans would probably not resonate with the soccer fans. The key was to then align the overarching brand strategy with the organic narratives that each sport’s fans expect.
As someone new to the soccer scene, it was surprising for Barnes to see the difference in distinct player demographics and fan behaviors from basketball. “Soccer players often come from international backgrounds, which means their fans are a diverse group with unique engagement patterns,” Barnes noted. This cultural diversity required a tailored approach to enhance the sport’s cultural narrative.
From Players to Fans: The Power of Player-Driven Brand Stories
One of DoorDash’s standout strategies since its arrival in MLS has been its player-centric marketing. By integrating players into campaigns, the delivery platform not only strives to promote its product but also celebrates the athletes.
After understanding that Los Angeles soccer fans enjoy watching games with a drink in hand, DoorDash leveraged this insight for an innovative campaign. The LAFC “Discount Goals” allowed the fans to directly benefit from the on-field achievements of the players on the field. The campaign offered real-time discounts to the fans on DoorDash’s alcohol delivery based on the player’s jersey number. “If player number 17 scored, fans got 17% off; if number 9 scored, they received 9%,” explained Emery Barnes.
The campaign was not only adventurous but also strategically smart. Five players out of six selected for the campaign had a jersey number under 30. Which fortuitously aligned with California’s 30% maximum discount on alcohol sales, turning a legal constraint into a seamless marketing advantage.
Barnes emphasized the importance of this balance: “Our brand strategy is about showing up authentically for each audience.” It requires deep research into trends, consumer habits, and as we just learned, understanding local regulations. The brand had to ensure that leveraging player popularity does not compromise the brand message but rather complements the sport’s culture.
DoorDash’s journey into Major League Soccer shows that to maintain brand consistency across different sports, one must:
Understand the sport’s culture and fan base.
Design initiatives that align with the unique mindset of the fans.
Furthermore, using a player-centric approach humanizes the brand and allows them to connect with the fans on a more personal level. With this, DoorDash ensures that its brand message remains uncompromised. Furthermore, the food delivery giant tackles the constraints of each sport cleverly and sets a new standard for what sports marketing can achieve. This mindset aligns with the Think Tank initiative—to provide a blueprint for brands to navigate through the complex yet rewarding landscape of sports marketing.
Think Tank is a premium initiative of EssentiallySports that brings together the brightest minds to discuss strategy, leadership, change, and opportunities in the world of sports content business. We strive to deliver thought leadership that sparks change and unlocks new opportunities. This is EssentiallySports Think Tank—Where Sports Meets Smart Content.
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