Bringing Major League Rugby to Southern California
Post-game interview with a San Diego Legion player, 2018 inaugural season at Torero Stadium.
Highlights
- Event Planning, Press Conference
- Communications and Storytelling Strategy
- Integrated Marketing Communications Campaign
- Game Day Activations, Partnerships, Sponsorships, and Promotions
- Digital Marketing, social media, email newsletters
San Diego Legion and Major League Rugby Arrive to the U.S.
Working in sports marketing — especially with a newly franchised team and startup league — is not for the faint of heart. Of course, if you’re passionate about building community and learning about a sport that’s popular around the world, the drive and ambition needed to build something great for America’s Finest City will follow.
In spring 2018, San Diego Legion and Major League Rugby (MLR) arrived to San Diego, CA. To officially kick off the inaugural season of MLR, San Diego Legion hosted a press conference at Trust Restaurant, where media, local leaders, community partners, current and prospect sponsors, and other influencers were invited to meet the executive team, players, commissioner of MLR, and get a preview of rugby.
The earned media results were impressive:
Secured coverage following the media launch event and throughout the season in San Diego Union-Tribune, FOX Sports San Diego, San Diego Magazine (5-page spread with mention in the editor’s letter), FOX 5, Thrillist, NBC 7 San Diego, San Diego Reader cover story (plus 7-page spread) and more.
Total coverage for the 2018 season (print + online only from March - June 30, 2018) comprised of 100+ feature mentions, 18.755M reach, $766K publicity value.
Earned recognition from PRSA San Diego/Imperial Counties, Bronze Bernays Award of Merit – ‘San Diego’s New Major League Rugby Team.’
After leading PR and marketing communications for the inaugural season, I went on to support the San Diego Legion team in-house for its 2020 and 2021 seasons — navigating the unforeseen COVID pandemic and abrupt season cancellation, exciting player signings like internationally acclaimed Chris Robshaw, and more.
