The North American Soccer League — the men’s professional soccer league that includes the Tampa Bay Rowdies — has enlisted EraserFarm, a newly formed Tampa advertising agency, to help establish its brand.

As NASL’s agency of record, EraserFarm wants to make the New York City-based sports organization as recognizable as its 10 soccer teams, said Managing Director Cindy Haynes.

“A lot of people know the teams in the league and they want to support that community feeling,” Haynes said. “We want to create something where NASL is as known to consumers as the teams themselves.”

Haynes, James Rosene and Margaret Mariani — all former employees of 22squared — founded the creative advertising and strategy agency earlier this year. Haynes most recently was senior vice president of marketing for Front Burner Brands, the Tampa-based parent company of The Melting Pot, GrillSmith and Burger 21.

EraserFarm provides strategic, digital, design and social media services. In addition to NASL, its initial client roster includes PowerStories Theatre in Tampa, Scarlett Begonias Coffee Roasters in the Miami area and Safeguarding a Future for Africa’s Elephants, a nonprofit campaign based in New York City.

Connectivity Marketing of St. Petersburg provides media buying and planning services for NASL.

– Featured in the Tampa Bay Business Journal. Written by Margaret Cashill.