In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Tyson Hill, Vice President of Content, Marketing and Communications at Phoenix Rising Football Club. Phoenix Rising operates in one of marketing's most challenging environments: a second-division soccer team competing in a crowded sports market dominated by NFL, NBA, and major university programs—while also competing globally against Premier League and international soccer broadcasts. Rather than trying to convert existing soccer fans, Phoenix Rising has carved out a unique positioning by marketing live experiences to non-traditional audiences, turning accessibility and atmosphere into their competitive advantages. Through hyper-targeted creative, experience-first messaging, and a lean but highly skilled team, they're building a community-driven sports brand in a market that didn't know it existed.

- Marketing a second-division sports team in a saturated major market