What a St. Louis CITY SC Match Teaches Us About Omnichannel Marketing

A St. Louis CITY SC match is one of the more electric experiences in the city. The energy hits you before you even find your seat. Chants are echoing through the stadium, the pulse of the drums vibrate the floor below your feet, and the sea of red pulls thousands into one unified rhythm. It’s a masterclass in what happens when every element works together toward a single outcome.

And that unity is exactly why CITY has exploded in popularity so quickly. It’s also the perfect analogy for what happens when an organization commits to a true omnichannel marketing strategy.

Because in soccer, just like in marketing, nothing wins on its own.
Not the midfield. Not the striker. Not the keeper.
Victory comes from coordinated movement, every position playing its role at the right moment, with intent.

Every Channel Is a Position on the Field

At a CITY match, you see roles play out in real time: defenders building structure, midfielders creating momentum, strikers finishing the job. An omnichannel strategy works the same way.

• Your website is the goalkeeper: the last line of defense against confusion and the first point of clarity when someone searches for who you are.
• Your email campaigns are the midfield: consistent, steady, and essential for keeping prospects engaged and moving downfield.
• Your social channels are the wings: fast, agile, opportunistic.
• Your paid ads are the striker: they capitalize on openings and convert attention into action.
• Your branding and design? That’s the playbook. Without it, no one knows what direction you’re running.

Individually, each channel is “fine.”
Together, they become something people rally behind.

Fans Rally Around What Feels Unified

Here’s what surprised me at the match: even people who don’t understand soccer feel connected to the experience. Why?
Because it’s cohesive.

The branding.
The chants.
The colors.
The fan experience.
The messaging on the videoboard.
The community story woven into every inch of the stadium.

It feels like a brand where every touchpoint is playing the same game.

And in business, this is where the real magic happens. When your brand voice, creative, messaging, design, and channels are all aligned, customers feel like they’re part of something bigger than a transaction. They root for you. They stay loyal. They become your advocates.

Omnichannel marketing isn’t about being everywhere.
It’s about showing up consistently (visually, emotionally, strategically) where it matters.

Great Campaigns Win Because They’re Coordinated

The teams that fall apart on the field aren’t lacking talent, they lack cohesion. Someone over-commits. Someone misses the read. Someone breaks the shape.

Marketing works the same way.
You can have great content, beautiful design, and strong data… but if your channels aren’t coordinated, the audience feels the disconnect instantly.

Winning campaigns don’t happen by accident. They happen because leadership treats the marketing ecosystem like a well-coached team:

• Strategy sets the formation
• Brand guides the style of play
• Design supports clarity and confidence
• Channels execute in sync
• Analytics create feedback loops
• And leadership keeps the whole system aligned

When everything comes together, your audience doesn’t just see your brand, they feel it.
And just like CITY fans, they choose to show up again and again.

Unified Teams Create Momentum

The thing about omnichannel marketing done well is that it builds its own energy. Just like a stadium crowd that lifts the players on the field, consistent, cohesive brand experiences generate momentum that makes everything else easier:

• Sales conversations feel warmer
• Lead generation gets more predictable
• Customer trust compounds
• And your brand equity grows

That momentum is what separates brands that survive from brands that lead.

Because when your marketing channels play as a single unit, your audience feels the confidence. They feel the clarity. And they want to be part of what you’re building.

If you need support aligning your creative with your business goals, Golden Tuna is here to help.