As I engage with candidates and clients about marketing roles, a growing focus surfaces time and again: how to expand brands on a global scale. This topic, now a staple at industry conferences, underscores a fundamental shift in strategy for many sports organizations. To support global growth, some teams are creating dedicated positions, while others opt to expand the duties of existing staff through a "committee” model. International teams are similarly expanding into the US, including Manchester City and AC Milan.

Digital and social media engagement

For teams looking to reach a worldwide audience, digital and social media channels provide a direct and cost-effective solution. Many clubs have established region-specific accounts to tailor content to diverse fan bases. Storytelling plays a crucial role here, offering new international fans an exclusive, behind-the-scenes look at the team they may never get to see in person. To achieve this, many teams partner with local agencies to ensure their content resonates on a cultural and linguistic level, fostering a deeper connection.

Strategic partnerships and merchandise

Strategic partnerships with well-known brands in target markets have become another powerful tool for expanding visibility. These collaborations not only create additional revenue streams but also help brands feel more familiar and accessible to local fans. Merchandise further amplifies global brand presence, with teams often releasing exclusive products aimed at specific regions. Some even collaborate with local artists to design unique items that connect with fans in meaningful ways.

Investing in the future

Ultimately, teams are in constant pursuit of innovative methods to grow fan bases and revenue streams. As organizations navigate the challenges of expanding globally, they face critical questions: How much should they invest in personnel, finances, and time to support these initiatives? While the answers vary, one thing is clear, the right strategies are essential for teams aiming to thrive on the international stage.

By leveraging digital engagement, cultural storytelling, and strategic partnerships, teams are taking bold steps toward solidifying their presence around the world.