Canadian Shield Soccer Tournament
Executed a targeted digital and print campaign focused on diaspora communities, successfully launching a new tournament and exceeding ticket sales targets.
challenge
Maple Leaf Sports & Entertainment (MLSE) needed to launch a brand-new international soccer tournament, The Canadian Shield, featuring teams from Canada, Ukraine, Ivory Coast, and New Zealand. With zero prior awareness, the challenge was threefold: generate buzz, drive ticket sales, and build excitement around an untested event. Particular emphasis was placed on engaging the Ukrainian diaspora in Canada and the U.S., while appealing to broader soccer fan segments.
result
The campaign delivered a successful debut:
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Ticket sales exceeded expectations, signalling strong demand and effective targeting.
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A digital-first strategy achieved a click-through rate (CTR) of 0.15%, with real-time optimization focusing on top-performing creative assets.
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The event established a foundation for the Canadian Shield to become an annual soccer showcase, expanding MLSE’s footprint in multicultural and emerging sports markets.