Sidney Naron has been hired to be the Director of Strategic Marketing for a new Major League Soccer (MLS) expansion team in Atlanta, GA. Based on the information provided in the case, she will need to develop a multifaceted marketing plan that will be best suited for the new team. The strengths and weaknesses, of the new team are highlighted in the case, but Naron also must become acquainted with the club’s potential fan base via an analysis of the external environment (i.e., opportunities and threats). She then must strategically implement a marketing plan. The case is fictional; however, it is based on factual news and press conference information regarding MLS expanding to Atlanta. Thus, instructors and students likely will find the case relevant and timely.
Holden Adams and Stacy Warner are with the Department of Kinesiology at East Carolina University, Greenville, NC.