How MLS Marketers Define Their Club's Story | Sandra Moore, Sporting KC

What happens when you bring a CMO from Buick and Hanes into professional soccer? In Episode 100 of the Because Football Podcast, we chat with Sandra Moore, Chief Marketing Officer of Sporting Kansas City of MLS. After decades telling the story of automotive and fashion brands, Sandra pivoted to the world of professional football to answer a question many MLS clubs neglect: Who are we, really?

Sandra came into a club without a clear brand story. No consumer research. No data on what fans actually wanted. So she did something radical — she asked them. Focus groups with diehards. Surveys with casual soccer fans. Conversations with people who'd never set foot in a stadium. What she found surprised everyone: fans care as much about what happens in the stands as they do about what happens on the pitch.

In this conversation, Sandra breaks down how to define your club's story when wins aren't guaranteed, why engagement metrics matter more than impressions, and how Sporting KC is preparing for a World Cup that could reshape American soccer forever. Plus: the behind-the-scenes content that outperformed their player highlights (hint: it featured the kit men).

Whether you're building a brand at a pro club, running a youth program, or just trying to understand how soccer marketing actually works, this episode offers numerous takeaways to help you move forward.

Connect with Sandra Moore and Sporting KC here:

https://www.linkedin.com/in/sandramoore2/

https://www.sportingkc.com/

https://www.instagram.com/sportingkc

Connect with Because Football here:

⁠https://www.youtube.com/@BecauseFootball_⁠

⁠https://www.instagram.com/becausefootball_/⁠

⁠https://www.linkedin.com/in/baggaleyandrew/⁠

⁠https://www.linkedin.com/company/because-football-media/⁠

Need help with your soccer content, events, and strategy? We can help!

To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠