Club Underdog, a subsidiary of North Sixth Group, has announced the appointment of Tom Lyons as its new Global Chief Marketing Officer. This strategic move is set to bolster the organization’s efforts in revitalizing overlooked sports teams with passionate local fan bases and improving overall fan experiences.
Lyons brings over two decades of leadership experience to the role, primarily from agency positions where he worked with renowned brands such as Chipotle, New Balance, PNC Bank, and Rent the Runway. His expertise in emerging media, digital strategies, and social media is expected to play a crucial role in building the brands of Club Underdog’s teams in their respective markets while attracting sponsors and partners to expand their reach and impact.
In his new position, Lyons will focus on leveraging the authentic content marketing opportunities that sports provide. He emphasized the unique perspectives and stories of athletes, stating, ‘Our athletes have unique perspectives and stories, and we aim to partner with brands to bring more content, enthusiasm, and passion to the fan base.’ Lyons expressed enthusiasm about making the fan experience unforgettable, even in highly competitive entertainment markets like New York.
Club Underdog’s global strategy centers on identifying and investing in teams that may have been overlooked or neglected but possess passionate local followings. The organization aims to strengthen both on-field performance and fan engagement by offering improved stadium experiences, including enhanced food options and greater accessibility. Lyons plans to utilize this approach to foster deeper community connections and build a sustainable foundation for long-term success.
Daniel Hall, CEO of Club Underdog, expressed confidence in Lyons’ appointment, stating, ‘Tom’s vision and expertise align perfectly with Club Underdog’s mission to create dynamic opportunities for our teams, athletes, fans, and partners. His innovative approach to marketing and brand building will be instrumental in driving growth and delivering value to our stakeholders globally.’
The appointment comes at a time of significant growth for Club Underdog and its parent company, North Sixth Group. The organization’s portfolio includes Brooklyn Football Club, historic European football clubs Campobasso FC and Dagenham & Redbridge FC, and the football apparel company Diaza. Club Underdog has already achieved notable success, including back-to-back promotions with Italian side Campobasso FC, bringing the club from the fifth tier to Serie C in just two years.
Furthermore, Club Underdog made history in 2023 as the first ownership group to bring an expansion football franchise to the Borough of Brooklyn. Brooklyn FC stands out as one of the only sports franchises in the United States to include both professional men’s and women’s teams under the same platform.
As Club Underdog continues to expand its influence in the sports industry, Lyons’ appointment is expected to play a pivotal role in shaping the organization’s marketing strategies and brand development. His experience and innovative approach are likely to contribute significantly to the growth of Club Underdog’s teams and enhance the overall fan experience across its global portfolio.
For more information about Club Underdog and its initiatives, interested parties can visit www.n6clubunderdog.com.
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