SEATTLE — Fans who wandered into the North Plaza at CenturyLink Field before today’s home opener were greeted with an opportunity to celebrate the Seattle Sounders’ MLS Cup victory at the Champions Lounge. The first thing fans saw was a giant replica of the MLS Cup — not nearly as big as the giant version that was present for the final, but still pretty big — that fans could take pictures with. Once you snapped a picture with the Big Cup, around the corner was an immersive experience of the MLS Cup final, with highlights from the game on a big screen inside a sound-proofed shipping container.
In the Champions Lounge, accompanied by music from Kube 93.3’s DJ Charma, fans could commemorate the champions by visiting a live screen-printing station which offered a choice of four T-shirt designs featuring a two-star motif. The lounge held seating areas featuring Sounders-branded Jenga games, as well as tables with View-Masters loaded with shots from the 2019 MLS Cup. Fans who took part and posted to social media with #2STARSTORIES and #Sweepstakes were then able to take advantage of on-site seamstresses to customize their scarves with an exclusive two-star tag, as well as being entered to win a $1,000 Delta gift card.
The highlight for fans in attendance, as evidenced by the line that extended to the top of the North Plaza steps, was the Sounders StoryLAB with Sounders FC Brand Ambassador Brad Evans. Fans who braved the line had the chance to share their own Two Star Story with Evans and a video crew. The StoryLAB presented fans with an uncommon interaction with a club legend, as Evans sat down for a brief interview with each fan as they shared their stories from the Sounders’ 2019 championship. This was a good glimpse into how Evans’ new role in the Sounders organization may look going forward, and why he’s such a good fit as Brand Ambassador. Evans is charismatic and thoughtful, and quickly made each person feel at ease as they stepped into the StoryLAB. It’s going to be fun to see what comes next for Ambassador Evans.
The Champions Lounge was a fun and unique experience that was made possible by the Sounders’ partnership with Delta Airlines, so it seems worth noting how far that partnership has come since the early days of their relationship. The team and sponsor had good reason to do bigger and better things as they celebrated a championship, but the Champions Lounge is in an entirely different league from the collaboration between Delta, the Sounders and Stefan Frei, “The Fabric of Sounders FC”.
While this particularly activation was apparently only for the home opener, a Sounders official indicated that the shipping containers that were utilized will be re-used for future activations.