Brief Overview
Indy Eleven is a professional soccer club rooted in the Indianapolis community, competing in a sports and entertainment landscape. As the club looks to grow attendance, deepen community ties, and expand sponsorship revenue, Indy Eleven engaged Hoosier Consulting Network (HCN) to evaluate its current marketing approach and identify opportunities for improvement.
HCN’s engagement focused on four interconnected areas: defining Indy Eleven’s core audience personas, identifying the most effective marketing channels, enhancing the impact of theme nights, and evaluating potential corporate partnerships. The goal was to align Indy Eleven’s marketing and sponsorship efforts with fan behavior, media preferences, and community values while remaining cost-conscious and scalable.
Audience-Centered Strategy
Research showed that Indy Eleven’s fanbase is anchored by local soccer enthusiasts, with families and community supporters serving as a critical secondary audience. College students, young adults, and international soccer communities also play an important role in extending reach and energy on matchdays.
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These insights informed a focused marketing approach prioritizing authenticity, affordability, and community pride. By centering messaging around local identity and shared experiences, Indy Eleven can better connect with fans who view matches as both sporting events and social gatherings.
Channel Optimization and Content Direction
HCN analyzed Indy Eleven’s social media performance and platform-specific engagement trends to identify where marketing efforts should be concentrated. Instagram and TikTok emerged as high-impact platforms for engaging local soccer enthusiasts and younger audiences through visual storytelling, behind-the-scenes access, and user-generated content. Facebook and YouTube were identified as channels for reaching families and long-term supporters through matchday albums, community updates, and longer-form video content.
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The recommended channel mix emphasizes cost-effective engagement, fan participation, and content that reinforces Indy Eleven’s identity as a community-centered club. This approach allows engagement to translate more directly into ticket purchases and merchandise sales.
Enhancing the Matchday Experience Through Theme Nights
Theme nights were identified as a significant opportunity to deepen fan engagement and increase attendance when paired with interactive elements. While Indy Eleven already hosts theme nights, research showed that adding activities such as giveaways, contests, photo opportunities, and sponsor activations significantly increases their impact.
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HCN recommended expanding both existing and new theme nights to include clearer on-site experiences and partnerships that make each event feel distinct and memorable. Concepts such as College Night and Indy Community Night were designed to attract new fans while reinforcing relationships with local schools, youth organizations, and families.​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​
Strategic Corporate Partnerships
Corporate partnerships play a critical role in professional sports revenue and fan experience. HCN evaluated partnership opportunities with a focus on alignment with Indy Eleven’s family-friendly values and local identity. Emphasis was placed on spirits, food, beverage, and concession partners with Midwest roots and strong community presence.
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In addition to long-term sponsors, HCN recommended incorporating one-time and rotating partnerships to expand reach across the Indianapolis market. These partnerships provide flexibility, reduce risk, and allow Indy Eleven to test new activations while strengthening relationships with local businesses.
Through audience research, channel analysis, and experiential strategy development, HCN helped Indy Eleven define a more focused and actionable approach to fan engagement and sponsorship growth. By aligning marketing channels with audience behavior, enhancing the value of theme nights, and prioritizing community-aligned partnerships, Indy Eleven is positioned to strengthen attendance, increase revenue, and deepen its connection with Indianapolis fans.
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This integrated strategy supports both immediate engagement goals and long-term growth for the club.