Welcome!
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to a deep dive into the world of pro sports marketing—Pittsburgh style! If you’ve ever cheered on the Riverhounds at Highmark Stadium, wondered what it’s like to work at a soccer club, or are just curious about what it takes to pack a stadium with fans, you’re in the right place. We’re pulling back the curtain on a lively and insightful conversation with Nicole and Lindsay, the marketing magicians behind the scenes at the Pittsburgh Riverhounds SC.
Whether you’re a fellow marketer, a budding sports professional, or a proud Pittsburgher just looking for your next best night out, this blog brings you honest stories, practical lessons, and plenty of personality from the Riverhounds team.
Nicole and Lindsay are the powerhouse pair behind the Riverhounds’ growing buzz in Pittsburgh. Both are relatively new to the team, but they’ve already made a big impact—juggling long hours, busy schedules, and the always-changing world of marketing and social media.
They’re both proud to call Pittsburgh home, and their route to the Riverhounds is as unique as the city itself.
“We always say, like, driving to a stadium for work for your 9 to 5—that is not a terrible gig at all. So that makes it super special.”
“My office is a stadium. I can go out to the field whenever I want. We get to know the players and the coaches pretty well. Working the games is really cool.” — Lindsay
Like many in sports marketing, neither Nicole nor Lindsay followed a straight line from college to the front office. Here’s a snapshot of their paths:
Official title: Marketing Manager
Main focus: Strategy and media buying, especially paid social advertising.
Official title: Social Media and Communications
Main focus: Organic content, community management, player interviews, and all things social.
Working in pro sports is a dream job for a lot of people—but there’s a real-world side, too. Nicole and Lindsay are honest about the highs, the lows, and what makes it all worth it.
“That’s for us is game day. Seeing a packed stadium or we see the revenue numbers, records getting broken because of all the hard work that us and our team did together, it’s just so rewarding.”
The Riverhounds team is clear: Being a good marketer—especially in pro sports—is about way more than a degree.
“It’s hours that you’re not here that you’re probably still thinking about how to get more people in the stadium during the game. You just got to be driven, open to learning, and creative in this industry.”
Social media never stands still; what worked yesterday might flop today. TikTok is the perfect example, especially for a sports marketing team juggling limited time and lots of platforms.
“I think TikTok’s a really great avenue to give the team a personality…But, you know, I’m doing A lot of different things at once. So I’ve kind of got to prioritize: how important is it to me to take the time making that content when it might not take off?”
Who’s actually buying tickets?
Short answer: Everyone is welcome! But let’s dig into the real audience segments and how the Riverhounds approach their fanbase.
“We really try and diversify our audience and just get as many different people as we can into the stadium.”
Soccer’s boom across the US is playing out in Pittsburgh, too—and the Riverhounds are at the heart of it. The club’s own youth development academy helps fuel this growth.
“There’s kind of a million different reasons why soccer is growing, but I think it’s starting to become more popular in the US for a number of different reasons. And that’s obviously helpful to us.”
Let’s talk real results: What actually works to put fans in seats?
“We track that heavily. Digital and paid social—we’re focusing really heavily there.”
“I think that makes sense with the direct mail because if you can throw a QR code there or like a bitly link that you’re able to track, that’s kind of bringing digital marketing into the traditional means of advertising.”
One thing is universal: Video content is king.
“It’s not really an option to not have video content…You’ve got to make it quick too because, you know, the longest TikToks I think are three minutes…It’s kind of like a billboard where you’ve got to get your point across quickly.”
Standout Campaign:
A hype video showing up as a result for “fun things to do in Pittsburgh this weekend” approved by Google drove huge click-through rates and helped the team reach new audiences.
Pro players are their own brands—so how does that fit into the Riverhounds’ marketing world?
“They could have followers from somewhere else who didn’t know anything about us, but now that this guy has come to our team, they’re going to follow us there too…Once our following goes up, then brands are more interested in working with us. So it’s kind of a whole cycle.”
Good question! For Nicole, this coming year will be her first Riverhounds offseason. For Lindsay, the last offseason was basically “onboarding” and learning.
The vibe:
“We have just a lot of work to do in the offseason as far as pretty much building from the ground up. It’s going to probably be busier than regular season…Everything that goes smoothly on game day during the season is going to be a product of the off season.”
What’s next for Pittsburgh’s soccer stars?
“I want people to experience and appreciate soccer like they do pretty much every other country but here, which is insane to me. So kind of bringing that love for soccer here and seeing how great an atmosphere it creates.”
On-field performance:
“We’ve made it into the playoffs, been close to finals…winning a championship would take our status to the next level within Pittsburgh.”
Every marketer has a story (or five) about campaigns that didn’t work out as planned.
“We were talking about here and there’s certain things like we’ll put out a flash sale and it doesn’t sell too many tickets, things like that. But luckily we haven’t had like a gigantic flop necessarily…But obviously like Lindsay said, nothing big has happened here. Not to say that it won’t because we’re too new. It will happen.”
Now for the good stuff! While fresh in their Riverhounds tenure, Nicole and Lindsay have already scored some big wins.
“We worked really, really hard…we broke an all-time revenue ticket record that night…We spent a lot of effort and time and energy on it. But for, you know, as far as cost and what we actually put into it wasn’t a ton. So we think that was super successful and we were super proud of the outcome of that.”
You don’t have to break the bank to make an impact—on your marketing, your career, or your day-to-day life.
“We post on social pretty much every day…We live tweet the games as well. If you can’t make it out to a game, you can follow along on Twitter.”
Sports marketing is always changing, never boring—and for Nicole, Lindsay, and the Riverhounds, it’s all about building relationships, community, and the thrilling moments that stick with fans for life.
Whether you’re a die-hard soccer supporter, a parent looking for your next family night out, or a marketer inspired by the energy of gameday, one thing’s clear: The Riverhounds are more than a team—they’re a growing movement in Pittsburgh.
So, next time you’re looking for something fun (and maybe a little different) in the ‘Burgh, give the Riverhounds a shout. Who knows? You just might find yourself part of the city’s next big sports story.
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