Fandom Is a Performance Channel. The Vancouver Whitecaps Just Ran the Numbers.
When the Vancouver Whitecaps FC headed into the 2025 MLS season, they weren't just trying to sell tickets. They were trying to rebuild fan trust after a year of high-demand matches that flooded the market with one-time buyers, left engagement metrics muddied, and made year-over-year performance nearly impossible to read cleanly.
Their solution? Bring in War Room, a Vancouver-based performance advertising agency, and tear up the old playbook.
The results speak for themselves. Compared to the 2024 season, Whitecaps FC saw ticket revenue climb 331%, brand awareness jump 150%, return on ad spend reach 4.8x, and total conversions more than double. The season peaked on November 22, when the MLS Cup Playoff Semifinal against LAFC drew the highest single-game attendance in club history.
Speed was the first problem to solve
Professional sports marketing doesn't run on quarterly planning cycles. Playoff berths get confirmed days out. Tournament schedules compress. Ticket windows open fast and close faster.
"We needed to be agile for the speed of sport and culture," said Jeff Aylen, Director of Marketing at Vancouver Whitecaps FC. "Games went on sale fast, and our media needed to move just as fast."
War Room built their audience strategy around intent and purchase potential, focusing on high-propensity buyers like lapsed attendees and first-time purchasers, while expanding upper-funnel reach and aligning budgets to each game's actual revenue opportunity. Campaigns for tournaments and marquee matches launched rapidly to capture real-time demand, rather than working off pre-built evergreen assets.
Player-first creative changed the performance equation
One of the cleaner findings from the season: player-led creative consistently outperformed lifestyle and fan imagery in A/B testing. The team shifted to storytelling built around star talent, including newly signed Thomas Müller, and roster narratives that gave fans something to attach to emotionally, not just logistically.
That creative shift extended to format. Video moved to the centre of always-on campaigns, expanding remarketing pools and driving stronger match conversions across the funnel. Performance Max campaigns, deployed with a broader creative set, captured incremental demand across Google's ecosystem, inventory that previous narrower creative sets had been leaving on the table.
AI-powered optimization kept both teams aligned
Everything ran through Kedet, War Room's proprietary AI platform, which gave the Whitecaps marketing team real-time visibility into pacing, creative performance, audience behaviour, and budget allocation. Monthly audits, paired with Ipsos brand health data, helped separate genuine growth signals from the noise created by high-demand match spikes.
"We love Kedet," Aylen said. "The self-serve visibility makes it easy to pull insights and act on them with our War Room team."
That shared visibility mattered. It kept both organizations aligned on performance in real time, rather than waiting for post-campaign reports to surface what was working.
"More money in and better return is not the usual pattern," Aylen added. "We increased spend and saw higher ROAS, which shows the strategy and execution are working."
The broader lesson isn't really about sports. It's about what happens when you build a media strategy around how your audience actually behaves rather than how you wish they'd respond to ads. Fans aren't just consumers with a team preference. They have moments of peak intent, emotional attachment to specific players, and a low tolerance for creative that feels generic. The Whitecaps and War Room built a system that respected all of that, and the numbers followed.
"By combining their instinct for fan behaviour with Kedet's ability to adapt in real time, we created a system that delivered measurable growth all season long," said War Room CEO Mike Tyler.
War Room is a Vancouver-based performance advertising agency. Vancouver Whitecaps FC play in Major League Soccer.
