Don’t be confused: Katie Nahoum, the chief marketing officer of the New York Red Bulls, would absolutely love to sell your company a suite for a game, or even an entire season. A corporate sponsorship? She’ll take that, too — and her team has been doing quite well on that front since she arrived last season.
But what Nahoum really wants to sell is something else: The energy and entertainment value of top‑level soccer.
Nahoum feels the best way to convert World Cup‑driven casual fans into Red Bulls supporters is simple — show them that the same electricity they will feel when watching the world’s biggest tournament this summer happens all season long in Harrison.
That’s where the club’s new Hype House comes in.
Positioned behind a goal and directly opposite the always‑packed Supporters Section, the Hype House offers field‑level access from the plaza, complimentary food, a DJ, music and more.
“It’s where soccer culture connects with a social club,” she said. “We’re going to have a drum line set up, so we can really build that energy all the way around the bowl. We’re going to have a DJ creating Match Day vibes. We’re going to have specialty cocktails at our cash bar that will complement our elevated food options.”
In other words: replicate the buzz of a World Cup fan zone.
For Nahoum, that’s crucial. Casual fans may first be pulled in by global tournaments, but she wants them to see what the Red Bulls’ soccer‑specific stadium already offers.
“I think that you need to really come and experience the stadium to be able to understand what it’s all about,” she said. “Our stadium seats 25,000. It’s modeled after the European arena, so it’s very inclusive.”
The Red Bulls, fresh off a 2‑1 win in season‑opening Orlando last Saturday, will play their home opener this Saturday at 2:30 p.m. The earlier start, Nahoum notes, should be both weather‑friendly and family‑friendly.
But families aren’t the only group she’s targeting.
Corporate clients are part of the plan, too — especially with a few weekday games on the schedule that cater to the after‑work crowd. The goal, Nahoum said, is to have something for everyone and meet fans “where they are.”
That philosophy will drive the club’s approach during the World Cup (June 11–July 19), when MLS takes its midseason break.
“More than 1.2 million people are predicted to come into our backyard,” she said. “The energy in this community is going to be just next level.
“We need to make sure that we are showing up where our fans are looking to celebrate World Cup — and then give them the opportunity to come back to the stadium. It’s about being in the pubs that are having viewing parties. It’s about hosting our own events here at the stadium. It’s about participating in all of the host committee activities — and fan zones — around the state.”
The payoff could come quickly.
The Red Bulls are already planning a major push for the first home match after the World Cup break, July 25 against Charlotte — including a birthday celebration for their mascot, Red.
“We are really trying to connect everybody back to the stadium right after the World Cup ends,” she said.
As every marketer knows, the key is getting someone in the building once. Nahoum shared the example of a corporate sponsor who bought a suite for one game last year. This year, they’re buying two. Next year? Maybe more.
“We would love to have the corporate teams come out and rent a suite for just one match,” she said. “Then they would really be able to understand how special this is, just from experiencing it one time.
“We know the excitement sells itself.”
