50 CAPS

 by Mark Harrison

I want to tip my cap to the Vancouver Whitecaps FC, celebrating their 50th anniversary season in style throughout 2024. 

In February, the Whitecaps FC unveiled The 50 Jersey, highlighting a modern interpretation of the original crest during the inaugural season of 1974. The colour palette features the club's navy blue as the base with gold trim accents, as well as the Caps' premier partner, TELUS, to celebrate the 50th anniversary. 

Did you know that the Whitecaps, with their rich history, are the longest-running professional soccer club in Canada and the United States? 

In addition to the 50th Jersey, the Whitecaps enjoyed May 4, proclaimed as Whitecaps FC 50th Anniversary Day by Vancouver Mayor Ken Sim. They also set an era-record attendance of 32,465 fans on May 5, a testament to the team's growing popularity and success. 

The Whitecaps kicked off their season with a fun jersey swap and a unique matchday experience presented by TELUS. As the premier partner, TELUS hosted a Jersey Swap, where the first 500 fans in attendance could exchange any pro sports jersey for the 2023/2024 Whitecaps FC Bloodlines jersey. This unique experience was a hit among the fans, a testament to the team's commitment to fan engagement.

The Caps' 50th-anniversary effort is paying off on multiple fronts, with an increase in Opening game media stories of 212% over 2023. Often, brands need help with whether anniversary milestones matter to consumers. With sports franchises, there is more opportunity to celebrate, as the moment usually means as much to the fans as the brand owner—perhaps even more at some point. 

Team anniversaries are also an excellent opportunity for corporate marketing partners, as they provide a platform to extend goodwill to their businesses. In addition to their 50th program with Telus, the Whitecaps FC and MNP announced a renewed multi-year partnership. MNP is the official Tax Advisory and Accounting Partner of Whitecaps FC and will serve as a presenting partner for the club's 50th anniversary season. The club hosted a sold-out 2024 Season Launch Party presented by MNP, with over 3,000 season members in attendance. MNP, Chevy, and BMO were all presenting sponsors of the Whitecap's 50th Anniversary Season.

"The club is proud to continue our valued partnership with MNP, as we embark on our 50th anniversary season," said Shane Beharry, Whitecaps FC vice president of corporate partnerships. "We look forward to working together and strengthening our communities through the beautiful game."   

This expanded partnership will also see MNP support the club's investment in the South Asian community as the presenting sponsor of the Vaisakhi Celebration match, which features a pre-match soccer skills clinic for aspiring youth. The third-annual Vaisakhi match returns to BC Place on Saturday, April 6, to celebrate the Solar New Year.

"MNP is thrilled to continue our partnership with Whitecaps FC," said Darren Turchansky, MNP executive vice president, British Columbia operations. "Our brands clearly have shared values and a community-first approach. Everything we do begins at the local level, and our team values the relationship we have built with Whitecaps FC to support MNP's commitment to BC."  

Through this partnership, MNP will continue as an associate partner of Beyond 90, which brings professionals and entrepreneurs together. Combining events with the beautiful game makes business community members connect, join discussions, and build partnerships. 

Brands, teams, and leagues with upcoming anniversaries can look to the Wjitecap's success to capitalize (pun intended) on their milestones as the Vancouver team has.