The Challenge:
After 26 years of sponsoring the NASCAR and IndyCar circuits, Target sought to realign its sponsorship strategy to better connect with its customers. I was part of the team tasked with identifying and building out a new partnership-marketing platform, and then activating it in market.

The Strategy:
We identified soccer as a fertile vertical within which Target could become the official partner of Major League Soccer (MLS). Show their hometown support by putting the Target bullseye front and center on the jerseys for MLS’ new Minnesota United FC. And partner with youth soccer organizations to give more kids a chance to play.

The Idea:
Soccer-Mania became the platform under which all our efforts were coordinated, and we launched in a Chicago style street fair designed to show fans that Target was as passionate as they were about the beautiful game.

The Execution:
A singular, iconic Target-red center pitch with constant programming including multiple MLS All Stars, World Class Freestylers and Bullseye the Dog himself. As the final day time touchpoint, the Homegrown Game (Rising Stars) was live streamed onsite to create further amplification of this momentous moment.