Club’s first head of marketing talks about building a brand
Over the weekend, Austin FC saw a golden chance at its first win of the season slip away when St. Louis City equalized in stoppage time to escape Q2 Stadium with a 2-2 draw. It was the latest anticlimax in what has been – at best – a so-so start to MLS life for the nascent football club. On the pitch, that is.
“We could have created a brand that would have resonated with the converted soccer fans in this city, but by trying to make sure that this club honored all of Austin and tried to be a flag bearer for Austin, that opened us up to a much larger range of people,” James Ruth, Austin FC’s first head of marketing and current chief marketing officer of the NFL’s Tampa Bay Buccaneers, told theRuth, who was back in Austin Monday to appear on the SXSW featured session From Goals to Touchdowns:...
When MLS tabbed Austin for expansion in 2019, Ruth’s eyes lit up. An SMU alumnus who took “every excuse I could be down in Austin” during his undergrad days, he presented club president Andy Loughnane with a vision of how he would, if given the opportunity, launch the ATXFC brand in an authentic way that would resonate with the Austin community.
“Matthew is the cultural laureate of Austin, right? He lives and breathes this,” Ruth said. “He was always down for that conversation, and he was always down to have it from a perspective of, what is the soul of the city?”
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