Male Millennial, Gen-Z Opps: Chicago Fire wraps up CMO search (Score 49)

Sales lead: Get in touch for more information about Moriarty's plans. 

• Chicago Fire (CF) just completed the CMO search we told you about in November. 
• Effective January 2nd, 2024, Dan Moriarty will take over as the team's CMO.
• Moriarty most recently served as marketing VP of the Chicago Bulls.
• He will manage branding, advertising, media, promotions, and corporate partnerships. 

Target demographic: Male Gen-Z & millennial soccer fans in the Chicago area

The organization will likely:

• Hire agency assistance
• Seek new sponsorships/partnerships
• Try new marketing strategies

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance for MLS)

• YTD spend: MLS spent about $154.7k on national TV ads YTD, a significant increase from $4k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell from $144.7k in 2021 to $4k in 2022.
• Ad programming: It placed ads during programming such as Fútbol Leagues Cup, Leagues Cup, Fútbol MLS, Leagues Cup en 60, and Fútbol Central [Spanish].

Digital and social insights (digital ad spend, effectiveness, impressions, and performance for MLS)

• YTD spend: MLS spent around $9.9m on digital display ads YTD, a 71% increase from $5.8m spent in this channel during the same time period of 2022. 
• YTD data: 1.4b impressions via Facebook (51%), Instagram (36%), YouTube (9%), Twitter (2%), and desktop display (2%). 
• 2021-2022 spend: Full-year spend equaled $6.8m in 2021 and $6m in 2022.
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, twitter.com, and dallasnews.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as complex.com, washingtonpost.com, billboard.com, buzzfeed.com, and cnn.com. 

**The above spend information refers to MLS.**

Agency analysis:

• Opportunity: Contact the new CMO now to be top-of-mind.  
  • CF does not currently work with any agencies to the best of my knowledge.