Not orange slices: or minivans PNW football is cool-USA today

PORTLAND, Ore — fans in the Pacific Northwest have done something for Major League Soccer that David Beckham and a million soccer moms couldn't 've. MLS cool new urbanites in an area that gave American grunge music and Starbucks flocking to see the Seattle Sounders, Portland and Vancouver Whitecaps timber — and marketing departments for all three groups wisely in this demographic watches. this trend was demonstrated last monthWhen the first match between the MLS sounders and drew more than 36,000 wooden fans at Qwest field in Seattle. It is played again recently when Whitecaps visited Seattle, the second of the Cascadia Cup fan-created antagonism between groups Is called the atmosphere ... in two European competitions — and this is a great compliment. "There is a reason for a football match in the Pacific Northwest seem to attend a European Football matches more than anywhere else in the United States? Well, Yes. There is a culture that was actually accepted. It is a younger audience. young professionals, that culture pub talk, "said Paul Swangard, Managing Director of the Warsaw sports marketing Center at the University of Oregon. In the early days of MLS, emphasis on families and capitalizing on the legions of children, the nation, who play football. More recent years, have already announced stars such as Beckham and Landon Donovan in the Northwest but groups Pacific — or the PNW, as is well known hot — appealed directly to 20-to 30-something tech-savvy professionals. The groups had an additional advantage that all three clubs dating back to the 1970s the old North American Soccer League, had a history of sorts. "We had already a trademark, we already had the degree of relativity young, urban. And I think we just built this with the MLS. We know who we are, "said owner Merritt Paulson. wooden The Sounders, who joined in MLS in 2009, set the standard. Fans match day is a ritual in modern downtown priming lines before a raucous prematch March in the stadium of the team. The continuing buzz around the group — who compete in a market which is also home of the NFL Seahawks, and mariners of the MLB — was enough to draw regularly on average more than 35,000 fans per game, by far the best MLS. Tools are also League most popular.Portland and Vancouver jumped in again this season as MLS expansion teams.Portland began "are wooden" ad campaign which featured everyday fans present with log axes and other tools. The word "Wooden" appeared in the campaign, only one logo and "2011" for the inaugural season of the team. "We had a very unique marketing strategy, and it was critical that this reflects this city, our fans and the signals actually wooden — the authenticity that is unique to Portland, "Paulson said."We went with a focused campaign, which I think was elegant and grabbing attention. "The Whitecaps drew attention — not all, positive — with a TV spot that featured an attractive young woman and the ethereal music body painting. This does not need to do much with Football — except that a team Jersey was painted on the skin — but you have certainly noticed. all three groups also embraced social media to promote their groups. "This driving force, "sounders goalkeeper Kasey Keller said. "Your driving force is to adults and if you find that fan base, then this is where you are going to win. And then your kids are fans of. "Keller, who played with the University of Portland, it is noted that the Pacific Northwest has always been partial to the beautiful game. This very funny told pilots soccer team always got the hottest girls. but what ultimately the biggest difference was the groups appeal to their fan groups. Seattle has the Emerald City supporters, Portland has the army been wooden and Vancouver Southsiders. The teams work tirelessly to make the game experience-good day, European — there's that word again — with their chants and coordinated displays known as tifos. The army was given the honor of wooden singing the national anthem at home opener of the group, while supporters sounders have a say whether the Group should be fired GM. "almost Gave supporters a sense of ownership of the group, which is becoming increasingly difficult and harder to do with large groups of the NFL and the NBA, '' Swangard said But truth be told., fans bristle when the proposal you've helped football hip. "When we start talking about cooling, suggesting just do for the show, "wooden fan Nikki Suydam said in a recent match. "And no one is here, precisely because it is cool. We are here because we love our sport, our love for the team and our love for the city. "Fellow Portland fan Seth Hunt, 30, said each of the groups have finished popularity comes from the promotion of a sense of community. "We come with our friends. We love football, "said Hunt. "We're from all walks of life and were designed jointly by the love of the game and the support of a group."