In our last post we talked about Leagues Cup and the potential influence of the tournament in our region. We discussed the benefits and value we find in this new tournament. We are pleased to share that we had the unique opportunity to listen from Andres Paz Micheo, the new VP Brand, Integrated Marketing, and Communications for Leagues Cup.
Andres Paz Micheo, oversees the new brand’s identity and marketing strategy. This short interview was an open conversation that provided valuable insights into the brand’s strategic direction. Andres will be responsible for developing and implementing marketing strategies and tactics that align with the brand’s overall vision and goals.
We hope you enjoy this valuable Q&As:
1- It’s the most exciting moment for soccer in North America. Why did you decide to assume this new role as VP of Integrated Marketing, and Communications at Leagues Cup?
This is the time for soccer in North America. For the next three years we have an opportunity to expand the love for the sport across an entire region and what better delivery vehicle than a world-class, official competition played in WC format every Summer. I’m humbled and inspired by the team of amazing individuals that I joined and excited for the challenge that lies ahead.
2-What makes Leagues Cup unique and how do you envision the tournament in the next few years?
I’m still wrapping my head around the opportunity to have international, sanctioned soccer every summer – and that it matters. These are not friendly matches. Also, the World Cup-style format, the off-field programs we’re working on, the direct tickets to Concacaf Champions Leagues are all aimed at offering a disruptive experience. Moving forward I am confident that the tournament will become a fan-favorite and hopefully, their Summer classic – that moment in sports and culture you look forward to all year. International competition outside of the region has such a profound impact on the profile of any club that our expectation is that those CCL tickets will become increasingly attractive.
3- As a new leader in the organization, how do you plan on developing the League’s brand identity?
Listening to the fans has always worked well as a general North Star in my career. If this is a story of a rivalry so stern that it became an official competition, then our starting point is creating a brand that highlights the best of what makes each team and league unique in tandem to the values that we embrace as one, big soccer community with no borders. From those pillars we want to create a tournament where fans’ experience is world-class on and off the pitch; stories told in their language.
4-What does success look like for your team at the end of the year?
Leagues Cup is so unique in its format and endemic to MLS and Liga MX culture, that our marker of success is creating successful, long-lasting connections with returning fans from both leagues and new ones – and registering all learning from a first-of-its-kind competition to come back next year with a bigger bang.
5- What’s a personal dream you’d like to achieve by the end of the year?
I’d love to attend El Trafico which I’m embarrassed to say after living in LA – but is also a nod to how difficult it is to get a ticket.
We are very thankful to Andres Paz Micheo for sharing his perspective on the challenges and opportunities facing the League as a new property and brand. We hope these Q&As were able to provide a clearer picture of how the brand is positioning itself in the market. We wish the best of luck to the Leagues Cup team in this new journey, wishing they create the right formula to establish a sense of brand identity and culture that will generate greater tournament’s recognition and a sense of belonging with fans in the US, Canada and Mexico.
Stay tuned for more SoccerJournal stories coming up next.