Setting the Bar on the Strip: CMO Eric Tosi on the Vegas Golden Knights’ Marketing Mastery
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Eric discusses the role of sports in revitalizing Las Vegas, the strategic marketing efforts to build a local fan base, and the integration of technology and storytelling in modern sports marketing.
“When the Vegas Golden Knights came in 2017, that ushered in a new era of the city. It's not just the entertainment capital of the world anymore, it's the sports entertainment capital of the world.”
— Eric Tosi
The transformation of Las Vegas from a gambling-centric city to a major sports and entertainment hub has been nothing short of remarkable. With the arrival of major league teams and events, the city is now a premier destination for sports fans. In this episode of The Speed of Culture, Matt Britton explores this shift with Eric Tosi, CMO of the Vegas Golden Knights. Tosi discusses how the Knights have not only captured the hearts of locals but also set new standards in sports marketing and fan engagement, leveraging innovative technologies and storytelling techniques.
Eric has been a pivotal figure in the sports communications landscape. Now the Chief Marketing Officer of the Vegas Golden Knights, Eric has been an integral member of the team since 2016. He played a key role in launching the franchise and oversees digital and social media, public relations, media relations, external communications, and broadcasting. Before joining the Golden Knights, Tosi spent a decade with the NHL’s Boston Bruins, producing award-winning television shows and co-authoring the Bruins' official Stanley Cup Championship book. His extensive experience spans roles with the NFL, NHL, and MLS. Tosi’s innovative approach continues to shape the success and growth of the Vegas Golden Knights.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Transforming Las Vegas into a Sports Hub - Las Vegas has evolved from a gambling-centric city to a premier sports and entertainment destination. Eric highlights the arrival of major league teams like the Vegas Golden Knights, the Raiders, and the upcoming move of the Oakland A's as catalysts for this transformation. This shift has redefined the city's identity, making it a vibrant sports hub.
Building a Local Fan Base - Eric discusses the strategic efforts behind building a local fan base for the Vegas Golden Knights. By positioning the team as the local favorite and creating an immersive fan experience, the Knights have cultivated a loyal and passionate community. This approach contrasts with the transient nature of Las Vegas and ensures a strong home-ice advantage. Creating localized marketing campaigns give brands an opportunity to resonate with the community and build lasting relationships with their audience.
Expanding Youth Engagement - Eric emphasizes the importance of engaging youth to build a strong foundation for the future of the Vegas Golden Knights. By developing youth hockey programs and increasing accessibility to the sport, the team has fostered a new generation of fans. For instance, the Knights’ initiatives have moved them from 48th to the top half in USA Hockey enrollment rankings. Youth-focused initiatives can cultivate long-term loyalty and create a sustainable fan base.
Innovative Fan Engagement - The Vegas Golden Knights have set new standards for fan engagement through creative and immersive in-venue experiences. Eric emphasizes the importance of storytelling, dynamic visuals, and interactive games to keep fans energized and connected. For example, the team's collaboration with Taco Bell for in-game promotions has become a fan favorite. Brands should prioritize innovative and interactive experiences that captivate their audience and enhance brand loyalty.
Leveraging Technology in Sports Marketing - Eric discusses the role of technology in modern sports marketing, highlighting the use of platforms like TikTok for short-form content and highlights. The Golden Knights’ focus on digital engagement helps reach younger audiences and keeps fans connected. Eric also notes the importance of integrating new technologies like AI and advanced screen technology to enhance the fan experience. Brands should embrace technological advancements to stay relevant and engage with their audience in innovative ways.
Listen to Eric Tosi on the Speed of Culture podcast and gain insights into the transformative power of sports marketing, the strategic growth of the Vegas Golden Knights, and innovative fan engagement techniques.
