Club Underdog, a subsidiary of North Sixth Group, has appointed Tom Lyons as its new Global Chief Marketing Officer. This strategic hiring aims to strengthen the organization's mission of revitalizing overlooked sports teams with passionate local fan bases while improving overall fan experiences. Lyons brings over twenty years of leadership experience from agency roles where he worked with major brands including Chipotle, New Balance, PNC Bank, and Rent the Runway.
Lyons' expertise in emerging media, digital strategies, and social media is expected to be crucial for building the brands of Club Underdog's teams in their respective markets. His role will focus on attracting sponsors and partners to expand reach and impact. Lyons emphasized leveraging the authentic content marketing opportunities inherent in sports, stating that athletes possess unique perspectives and stories that can be partnered with brands to bring more content, enthusiasm, and passion to fan bases.
The marketing executive expressed enthusiasm about making fan experiences unforgettable, even in highly competitive entertainment markets like New York. Club Underdog's global strategy centers on identifying and investing in teams that may have been overlooked or neglected but possess passionate local followings. The organization aims to strengthen both on-field performance and fan engagement by offering improved stadium experiences, including enhanced food options and greater accessibility.
Lyons plans to utilize this approach to foster deeper community connections and build a sustainable foundation for long-term success. Daniel Hall, CEO of Club Underdog, expressed confidence in Lyons' appointment, noting that his vision and expertise align perfectly with Club Underdog's mission to create dynamic opportunities for teams, athletes, fans, and partners. Hall stated that Lyons' innovative approach to marketing and brand building will be instrumental in driving growth and delivering value to stakeholders globally.
The appointment comes during a period of significant growth for Club Underdog and its parent company, North Sixth Group. The organization's portfolio includes Brooklyn Football Club, historic European football clubs Campobasso FC and Dagenham & Redbridge FC, and the football apparel company Diaza. Club Underdog has achieved notable success, including back-to-back promotions with Italian side Campobasso FC, bringing the club from the fifth tier to Serie C in just two years.
Furthermore, Club Underdog made history in 2023 as the first ownership group to bring an expansion football franchise to the Borough of Brooklyn. Brooklyn FC stands out as one of the only sports franchises in the United States to include both professional men's and women's teams under the same platform. As Club Underdog continues to expand its influence in the sports industry, Lyons' appointment is expected to play a pivotal role in shaping the organization's marketing strategies and brand development.
His experience and innovative approach are likely to contribute significantly to the growth of Club Underdog's teams and enhance the overall fan experience across its global portfolio. For more information about Club Underdog and its initiatives, interested parties can visit https://www.n6clubunderdog.com.
