"The FT was one of the first to have a subscription business model, because we could see that advertising alone could be very volatile depending on the economy, and so we needed to look at subscription models, but also how we could have direct relationships with our customers. And so that was really where I started. And so when I was approached by Manchester United, the question wasn't do you know sport?"
"I'm used to bringing the audience's 'why' into the organization and using it to inform everything else that we do, and that includes how we talk to them from our communications. It includes the imagery that we use, the products that we produce and the services that we provide. Effectively, it helps us to keep score of what matters, whether it be community benefits, health benefits, mental health benefits."
Newman joined U.S. Soccer as chief marketing officer in 2024 and became chief marketing and communications officer in January 2025. Newman held marketing roles at the Financial Times, News Corp, Manchester United and WWE. Newman emphasizes building subscription and direct-to-consumer relationships to reduce advertising volatility and create direct customer connections. Newman focuses on bringing the audience's 'why' into organizations to inform communications, imagery, products and services. Newman oversees teams responsible for external and corporate communications, integrated marketing, brand, creative, content and social media. Newman launched Soccer Forward, a legacy initiative to measure community, health and mental-health benefits and expand access.
Read at Axios
Unable to calculate read time
Collection
[
|
...
]