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Good stuff. The reality from a marketing perspective is that new (infrequent) users are far more valuable than loyal (frequent) users. There’s simply more of the latter and broadening your reach will (should) be far more successful because you need to catch a smaller percentage. I think we as diehards don’t realize how much of a struggle it is for MLS to capture these infrequent users. I was stunned to meet a friend of a friend in Montreal who was a die hard soccer fan (Austrian) who missed live games and didn’t think to go to a game locally. Let’s hope this rebrand is done with market research in hand that shows it will grow the brand and is done hand in hand with a big awareness push.

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