Goal-Oriented: Crafting a Culturally Resonant Home for FC Cincinnati at TQL Stadium

Abstract

This case study presents an intricate narrative that encapsulates the challenges and strategies involved in transitioning FC Cincinnati from the historic Nippert Stadium to the TQL Stadium. Central to this case is Zayn, a strategist in experiential marketing, tasked with ensuring that the club’s essence and established connection with its fan base are not only preserved but enhanced in this new setting. The case details Cincinnati’s rich cultural mosaic, tracing the city’s evolution from its founding in 1788. It highlights the effect of diverse immigrant communities, particularly Germans, on the city’s cultural landscape, including architecture, music, and culinary traditions. This backdrop sets the stage for understanding the significance of FC Cincinnati’s move to a stadium that aims to be more than a sporting venue—a symbol of cultural progress that honors Cincinnati’s history and diversity. Zayn’s challenge lies in reimagining the stadium experience. The case emphasizes the importance of creating a unique, culturally rich stadium environment through sensory branding. Zayn’s unique approach transcends traditional marketing, focusing instead on a culturally branded experience that weaves the local identity, history, and values into the fabric of the stadium, transforming it into a living representation of Cincinnati’s spirit.