The International Champions Cup (ICC) was founded by Relevent Sports, a company building a soccer presence around the globe by showcasing matchups across the United States, China and Singapore. When Nashville’s Nissan Stadium was chosen to host two of the Premier League’s top teams—Tottenham Hotspur and Manchester City—Relevent Sports asked GS&F to help get cheeks in seats with a PR and paid media plan.
Not only was this an important opportunity for us as an agency, the success of the event was important to Nashville because the city had recently placed a bid for a Major League Soccer team. Our efforts surrounding the ICC match would assist in supporting that bid. With this in mind, we set one additional goal for ourselves—to break the state record for soccer game attendance.