Creating Authentic Fan Experiences and Lasting Loyalty with the New York Red Bulls

What truly separates an ordinary gameday from an unforgettable sports experience? For the New York Red Bulls, it all comes down to their meticulously crafted “street to seat” philosophy that transforms every matchday into a celebration of community, passion, and soccer culture.

Elisa Padilla, CMO of the New York Red Bulls, takes us behind the scenes of creating the most fan-friendly sports experience in one of the world’s most competitive entertainment markets. From the moment supporters arrive at the boulevard—with its interactive soccer activities, live music, and vibrant pre-game energy—to the final whistle in a stadium where “there’s not one bad seat in the house,” every element is designed with fans as the North Star.

The results speak for themselves: steadily increasing attendance, an impressive 80% renewal rate among members, and a passionate supporter culture that stands and chants for the full 90 minutes. Padilla reveals how the organization maintains this success through constant feedback loops, personalized experiences for first-time attendees, and a marketing philosophy centered on evoking emotion at every touchpoint.

Whether you’re a marketing professional looking to enhance fan experiences, a sports enthusiast curious about soccer’s growing cultural footprint, or simply someone interested in how brands foster passionate communities, this conversation delivers valuable insights about the intersection of sports, culture, and emotional connection.

Recorded Thursday, February 6th, 2025
Hosts: Jeff Miele, Account Group Director for Sports, Attractions, and Live Events, Situation & Damian Bazadona, CEO & Founder, Situation
Guest:  Elisa Padilla, CMO, New York Red Bulls
Producer: Peter Yagecic, Innovation Advisor, Situation

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