Zach Riggar on CX Lessons From MLS On Strategies For Fan Engagement

In today’s episode, Zach Riggar, Vice President of Digital Marketing for Major League Soccer (MLS), shares his extensive career journey, highlighting his work with big brands and his role in the evolution of digital marketing in sports. He discusses MLS’s growth, fueled by innovative technology, high-profile players like Lionel Messi, and the upcoming 2026 World Cup. Zach emphasizes the emotional nature of sports marketing, strategies for fan engagement, and the importance of balancing brand and performance marketing. He also talks about how MLS clubs shape fan experiences, the significance of first-party data, and the league’s approach to growing its fanbase. 

[00:58] Zach’s Professional Journey.

[02:53] MLS’s Rise in Popularity

[04:44] Differences in Customer Experience in Sports 

[06:53] Engaging and Retaining Fans

[09:19] MLS’s Approach to Growing Fan Base

[11:11] Favorite Platforms for Engagement

[13:19] Elevating the Fan Experience 

[16:49] Unique Club Personalities

[21:40] Learning from Other Leagues

[27:09] Balancing Brand and Performance Marketing 

Connect with Zach:

Linkedin: linkedin.com/in/zachriggar/

Website:jobs.mlssoccer.com/