USA Fencing approaching run-up to LA Games as chance to take sport mainstream
3 Articles
3 Articles
USA Fencing’s scrappy plan to make fencing a hit before the 2028 Olympics
Fencing is one of the oldest sports in Olympic history. It’s also one of the least watched domestically. Phil Andrews, CEO of USA Fencing, is on a mission to change that, and with the 2028 Los Angeles Games on the horizon, he’s running out of time. In a masterclass in scrappy brand building, he shares how he’s building a sports brand with almost no budget and no marketing playbook, cold-calling CMOs, crashing Comic-Con, and convincing Snoop Dogg…
Launching a brand without a budget sounds like condemnation, but marketing without a startup budget exists as a discipline: USA Fencing convinced Snoop Dogg with cold calls, pop culture and zero dollars of advertising.An Olympic sport with more history than marketing budget Fencing is one of the oldest sports in the Olympic cycle, but in the United States it has never led domestic audiences.The federation’s challenge was as simple as enormous: t…
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