Chicago Fire Soccer Club

Client

The Chicago Fire Soccer Club

Activation

Consumer Marketing
Media Relations

Sector

Sports & Entertainment

Kickin’ It

Admittedly, the Midwest has been slow to pick up on what the rest of the world has known for a long time: Soccer is awesome. But in Chicago, sports have been dominated by the Bulls, Blackhawks, Cubs and the rest of the menagerie. It was up to us to light a spark for the Chicago Fire Soccer Club and generate city-wide awareness and fondness for our friendly neighborhood footballers.

We didn’t waste any time in hyping the team’s newest acquisition: globally renowned German import Bastian Schweinsteiger. Besides the full gamut of local press (we secured placements on virtually all Chicago outlets), H5 took the news worldwide, landing features on major platforms like ESPN, CNN, The Wall Street Journal and the UK’s DailyMail.

There’s more to the Chicago Fire Soccer Club than valuable players, so we made sure to spotlight the team’s other milestones and initiatives. We celebrated its 20th anniversary season, promoted themed game days (a “Star Wars” day was particularly fun) and touted the team’s charitable arm, the Fire Foundation. We executed events like the Soccer & Style fashion show, MLS All-Star event, a casino night and an Oktoberfest celebration. After racking up more than 139 million media impressions (not even counting the blitz around Schweinsteiger’s acquisition), we certainly leveled the playing field for the Fire, making them a key part of every Chicago sports conversation.