Seattle Seawolves Marketing Case Study: How SOAR Built a Full-Season Marketing Engine

The Seattle Seawolves entered their partnership with SOAR Media with the foundation of a strong sports brand: two Major League Rugby championships, a loyal Pacific Northwest fanbase, and an established place in American rugby.

The opportunity was to build a marketing operation that matched the strength of the brand.

Before SOAR, the Seawolves had an established digital audience, but lacked the consistent cross-channel tracking and reporting needed to measure performance and connect marketing activity to fan growth. Email, website, paid media, public relations, and social efforts operated with limited visibility into how each channel supported the next.

SOAR set out to bring those efforts together under one measurable system, creating a clearer path from awareness and engagement to ticket demand and long-term fan growth.

Three seasons later, the Seawolves operate a full-season marketing system built around audience growth, fan engagement, ticket demand, partner visibility, and long-term brand development.

14.3M

Impressions

518K

Engagements

613

Media Placements

The Mission

Build the system behind the marketing.

SOAR’s goal was to create a more connected marketing operation for the Seawolves, bringing campaign planning, creative production, social media, email, website management, paid media, public relations, matchday coverage, and reporting under one strategy.

That approach gave the club a clearer path from awareness to action. Social introduced the story. Paid media expanded its reach. Email, SMS, and the website gave fans direct ways to engage, while public relations extended the Seawolves beyond their existing audience.

The impact showed quickly. In SOAR’s first full season, social impressions increased from roughly 417,000 to 10 million. That growth created a larger audience for ticket campaigns, player stories, community initiatives, merchandise, partner content, and future marketing efforts.

As the operation grew, SOAR expanded its focus beyond reach alone. Audience tracking, conversion measurement, website activity, email, paid media, and public relations became part of the same fan journey, giving the Seawolves a stronger understanding of how marketing activity translated into action.

By 2026, with fewer regular-season home dates, every campaign needed to work harder. SOAR entered the season with a connected system built to make each opportunity count.

"We KILLED it yesterday! Phenomenal effort to get to nearly 50% renewed in 6 days. And 20 new season ticket deposits to date! Hell yeah! The STM event + the early bird renewal offer worked wonders. Proud moment for the organization and our fans. I’m elated with the progress…hope you are too. Keep up the great work. The way we’re trending, we have a shot at increasing our season ticket base YoY before the end of the season. "

Brian Jones

CEO

The Impact

A larger audience. Deeper engagement. More opportunities to act.

By 2026, the Seawolves generated 14.3 million social impressions and more than 518,000 engagements. The club’s social audience grew beyond 113,000 followers, up from approximately 89,700 before SOAR began managing the account.

That growth supported results across the wider marketing operation. Paid media generated 47,400 link clicks and more than 1,100 tracked conversions, while the website reached 108,000 users. Across eight home events, the connected marketing system supported 21,000 tickets sold.

SOAR also helped expand the Seawolves beyond their owned channels. Public relations and media outreach produced 613 placements across 226 sources, extending the club into television, radio, digital media, and regional coverage.

Each part of the system strengthened the next. More reach created larger audiences for future campaigns. Better distribution brought more fans into owned channels. Stronger measurement showed which tactics moved fans toward action.

The result is a full-season marketing engine built over three seasons and positioned for continued growth.

Our Work

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