Major League Soccer
Nashville will be HOME to Major League Soccer's 24th franchise team, beating out dozens of cities across the U.S. in the fight for a team
Leading the charge to bring Major League Soccer to Nashville
Local leaders and investors retained Stones River Group to launch a public affairs strategy to generate excitement around bringing a Major League Soccer team to Nashville and secure a public-private partnership to fund a soccer-specific stadium. SRG devised a combined media and government relations campaign to position Nashville as a major player on Major League Soccer’s shortlist of cities allowed to bid for a team. We leveraged our relationships with the Nashville mayor’s office, state government, and local and national media to generate tangible support for the project and encourage positive media coverage.
"I was totally taken by the excitement and pride that everybody in the city has for this town: its can-do attitude, its ability to represent sort of a 'new Tennessee' that very much fits with our brand."
- Major League soccer Commissioner Don Garber
Stones River Group also managed the public rollout of the majority owner; oversaw the creative direction for a new website, social media channels, video content and marketing collateral; rallied public support for the team; and planned events and press conferences to generate additional media coverage of the campaign. As a result, the Nashville Metro Council approved a stadium funding plan and, in December 2017, Nashville was officially selected by Major League Soccer to be the home of the 24th MLS franchise team.
The Nashville chapter of the Public Relations Society of America awarded SRG "Best in Show" at the 2018 Parthenon Awards for our work to bring MLS to Nashville.