“There’s no place like home.” The expression means a bit more in Major League Soccer, as home field advantage is a crucial part of the game. In fact, there wasn’t a single MLS team in 2016 that had a losing home record. D.C. United has plans to leverage the advantage in the form of some brand new digs. Next year they’ll move into their new home, Audi Field. Ground breaking on the stadium began in February 2017 and completion is planned for June 2018. A new stadium means new amenities for the fans, new facilities for the players, and new opportunities for brands showcase key messages.
“We’re really excited,” said Luke Mohamed, Director of Corporate Partnerships at D.C. United while speaking with InStadium. “Partners want to create experiences for their clients, and we’ll be able do that in some creative ways at Audi Field.”
D.C. United is one of the only MLS clubs still currently using static field-level inventory. Audi Field changes that, featuring full-field LED across the TV-visible side of the stadium. As Mohamed told InStadium, the new digital signage will bring entirely new opportunities for brands to create targeted messages: “With field-level LED, a partner can change their branding throughout the season to align with active campaigns.”
D.C. United will also add a large video board behind the south goal, above the player entrance. This appropriately named “goal wall” will fill a similar purpose and will be the branding seen on goals and replays scored on that end.
Outside of soccer, the number of events will expand as well. Audi Field is hoping to host 45-50 major events during their first full calendar year. D.C. United will always be the primary tenant, but there will now be numerous other events for partners to integrate with. “Some partners are specifically targeting the soccer fan, while others are looking to reach a more expansive live audience,” says Mohamed.
Audi Field will be located 1.5 miles from the U.S. Capitol and sandwiched between the Wharf and Navy Yard/Nationals Park. “For those not familiar with D.C., each of those areas are $1B developments,” said Mohamed. “It’s definitely a place you’ll want to be.”
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