The 27-person company generates 65% of its revenue through sponsorship and brand partnership, 30% through advertising and 5% through direct-to-consumer products like merchandise and ticket sales to live shows.
It is also currently raising capital for the first time in its history, although the company wouldn’t share financial targets.
Men in Blazers plans to use the investment to double its headcount in the next 12 months, letting it better take advantage of what Bennett describes as a unique window of opportunity.
In addition to the continued success of the U.S. Women’s National Team and the recent arrival of superstar Lionel Messi to Inter Miami, three international soccer competitions are coming to North America in the next three years: the Copa América in 2024, the Fifa World Cup in 2025 and the Men’s World Cup in 2026.
“Men In Blazers recognizes this momentum and understands that there is a massive opportunity for advertisers to reach new sports audiences and fans in the United States,” said Krishna Subramanian, the co-founder and chief executive of Captiv8.
Following the rise in visibility of Wrexham A.F.C. thanks to the show Welcome to Wrexham, soccer clubs also see Men in Blazers as a venue through which they can recruit unaffiliated Americans into their fandoms. The publisher currently has a number of ventures in the works that aim to replicate the success of Wrexham for other clubs.
“The studio in England will allow us to create original IP and partner with brands to create content within soccer,” Bennett said. “That is where we lean in.”
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