Recipe for Sports Marketing Success with Minnesota United's CMO: John Guagliano | Ep. 18

Off the Pitch

In this episode, we're joined by John Guagliano, the Chief Marketing Officer of MLS club Minnesota United FC. John shared his fascinating journey through professional sports, which spans across major sports leagues including the MLS, NBA, MLB, and NHL, detailing the path from his humble beginnings to now being at the helm of the marketing department for Minnesota United FC.
John dove into his early love for sports, particularly soccer, and how it shaped his career aspirations. He reminisced about his unique start in sports in the NBA with the Charlotte Hornets, starting as a Mascot Coordinator (yes, that's a job!) later returning to spearhead the game-day energy and fan engagement, crafting memorable experiences that went beyond just watching a game.
Transitioning to soccer, John discussed his move to Minnesota United prior to their MLS debut in 2017, highlighting the challenges and triumphs of joining a new club transitioning to America's premier soccer league. He reflected on the strategic marketing shifts necessitated by the move from a large college stadium to the more intimate, soccer-specific environment of their new home in 2019, and how he drew inspiration from other clubs globally to create a unique fan culture.
John opened up about his most recent rewarding project - recently working with the Make a Wish Foundation to fulfill a child's dream of scoring a goal in front of his great grandparents at Allianz Field. He shared the profound impact of integrating community service into the club's identity and how these efforts resonate deeply with fans and staff alike.
Finally, John touched on the broader trends in sports marketing and soccer's growing place in American culture, offering insights into how MLS clubs like Minnesota United are not just competing on the pitch but in the hearts of their communities.
Whether you're a sports fanatic looking to get a peek into the brain of one of the soccer industry's sharpest marketing minds, or simply enjoy storied showcasing how hard work and determination is always the recipe for success, you're going to want to listen to this one.