DNA Kicks Off Sounders Marketing Campaign


With a nod to the Seattle Sounders’ two Major League Soccer championships, the team is launching a new advertising push from DNA that pays homage to the Sounders’ dominance in recent years and its passionate fans.

“The Champs Return” is the theme of the integrated marketing push that launches in advance of The Sounders March 1st season opener. Using the Sounders’ two championship stars as a key element, the effort kicked off with teaser posts featuring two stars hovering over the iconic Space Needle. Other content continues the two-time theme with footage from the championship match paired with lines like “Double Vision” and “Rinse and Repeat.” The Pike Place Market fishmongers even get in on the fun, tossing salmon between the two MLS Cup trophies with the line “Winner Winner, Salmon Dinner.”

Check out the teaser videos:

Sounders_Football_Club_DoubleVision_15 from DNA Seattle on Vimeo.

Sounders_Football_Club_WinnerWinner_06 from DNA Seattle on Vimeo.

Sounders_Football_Club_RinseRepeat_15 from DNA Seattle on Vimeo.

“We wanted to re-ignite the championship fever that took over the city at the end of last season,” explained our ECD Steve Williams. “As two-time champs, the Sounders get to show off some well-deserved swagger, but we made sure to lace it with the irreverent spirit that both the Sounders and Seattle are known for.”

The advertising includes energy-fueled short-form videos that will appear as YouTube pre-roll spots, social posts and wall projections on buildings across the city. In addition, wild postings, radio ads, and other social content round out the campaign.

DNA was tasked with creating the new campaign for The Sounders in January. DNA had previously created the branding and logo for The Sounders in 2008.

The Seattle Sounders are the defending MLS champions, having won in 2019 and also in 2016. The team continues to break its own attendance records at Seattle’s CenturyLink Field.

Scarves up, Seattle!

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