Major League Soccer’s (MLS) Columbus Crew and financial services company JPMorgan Chase recently unveiled the Chase Plaza at Lower.com Field, with the newly named space set to feature multiple activations and opportunities for local businesses to connect with fans.
Before each MLS match, fans are now able to experience interactive elements such as music, games, giveaways, corporate partnership activations and more. There will also be a slate of ‘specials’ at The Pub, which is located at Lower.com Field.
The Chase Plaza was introduced to fans for Columbus Crew’s match against Charlotte FC in June, and debuted with the club’s ‘Champion Columbus Night’, presented by JPMorgan Chase.
“The Chase Plaza is one element of our great new partnership with JPMorgan Chase, focused on celebrating the growth the City of Columbus continues to experience and identifying opportunities to elevate our shared support of the city,” Columbus Crew vice-president of corporate partnerships, Justin Younghans, tells Fan XP.
“In addition to recognising local leaders, businesses and all the features that make our city a great place to work, live and play, the first 20,000 Crew supporters arriving to Lower.com Field received ‘Champion Columbus’ cooling towels, courtesy of Chase.”
Corporate activations have so far included insurance and financial services company Nationwide’s Kick & Win, Lower.com’s Soccer skee-ball – an arcade game – and EASE Logistic’s SpeakEASY bar.
Fans will also benefit from post-match autograph sessions, live performances and various engagements to celebrate major international and domestic tournaments, as well as significant Columbus Crew events. Most recently, the Chase Plaza hosted a post-match concert, presented by alcoholic beverage company WhiteClaw, in June.
“The Crew are passionate about providing supporters with meaningful experiences and memories throughout the year,” says Younghans. “Matchdays offer exceptional opportunities to engage our supporters in a special way, and their experience at Lower.com Field encompasses the entire day, from arrival and pre-match entertainment to egress.”
The partnership with JPMorgan also expands to food and drink, with the Chase Meal Deal available to fans with Chase cards at a number of Lower.com Field concession stands prior to kick-off. There are also culinary integrations with local chefs for season ticket members.
A place to connect
Columbus Crew plans to broaden its fan experience offerings, coinciding with the continued development of Astor Park.
The mixed-used development project in downtown Columbus boasts Lower.com Field at its centre, with the stadium also the first major element of the project to be completed.
The area will eventually encompass residential apartments, business offices, retail locations, outdoor recreation areas and more.
“The Crew plans to expand the offerings and events on the Chase Plaza for supporters and Columbus residents, particularly as the development of Astor Park progresses,” says Younghans.
“On non-matchdays, we also envision it becoming a destination for Ohioans to gather for special occasions or simply to connect while in the area year round.
“For example, Lower.com Field’s Chase Plaza hosted Special Olympics Ohio’s 2023 Polar Plunge, and we look forward to hopefully welcoming Special Olympics again, as well as many local organisations for future events.”
Image credit: Columbus Crew
This exclusive insight is part of “Fan XP” – a newsletter designed to keep you abreast of the latest innovations, strategies and more regarding fan experience across the globe. To sign up, please click here