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Unapologetic. Undeniable. Unstoppable.

These are the main values of Angel City, the new women’s football franchise that has just landed to Los Angeles, supported by celebrities from Hollywood like Natalie Portman and investors from the sectors of technology, media and sports.

The NWSL is living through bright times after the recent landing of new sponsors like Google, Verizon, Procter & Gamble and Secret, a competition that gathered a record audience of 572,000 viewers in the opening game of the Challenge Cup. The game was aired on CBS, the first-ever major broadcast network to showcase the women’s game, after signing a three-year partnership.

While the UWSNT has dominated the football landscape worldwide, domestic women’s football in United States is taking serious steps while many major leagues were cancelled because of the pandemic.

We are talking about a new club that doesn’t have an official name or squad yet, but that has almost matched the amount of followers of the 2018 and 2019 NWSL Champions North Carolina Courage in just two days. Two days.

A new philosophy claiming that “changes begins today”, taking this adventure as an opportunity to develop a new playbook of how to build a professional sports team where mission and capital, entertainment and sport, are equally important.

Angel City hasn’t started by building a team, but by creating a brand.

The new franchise suddenly appeared to care about what fans and LA citizens want. Not to only win games, but to play a meaningful role in their lives by delivering a WOW experience on and off the field. We will see if these promises will be kept, the truth is that they have done a brilliant exercise in appealing to our human needs of belonging, community, justice and entertainment.

From day one, Angel City has committed to tackle social inequality in Los Angeles by partnering with LA84 Foundation to help ensure that all kids in the city have access and opportunities to experience the benefits of sport. The only team in NWSL to be owned almost entirely by women has stared with why, rather than sports aspirations.

Like the well-known example of Portland Thorns, with probably the biggest average fan attendance in the world of women’s football, Angel City aims to build relevant relationships from the city’s beliefs and causes to the global opportunities for women and sport.

As the LA franchise manifesto states, Angel City commits to create the ultimate fan experience, making a positive impact on the local community and thinking differently about ownership, ticketing and partnerships, among other statements.

Making promises, keeping them, and making bigger promises is what makes us grow as marketing professionals. Angel City’s first promise is to disrupt women’s football and its entertainment. Welcome to the beginning.

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