The United Soccer League (USL) was expanding into the San Diego market – a market with a rocky relationship with professional sports franchises over the years. The objective was to establish the club with intentional authenticity in every element of the franchise’s development; this meant building both an authentic brand and a strong local San Diego area following for the team and the USL itself. The most immediate challenge was building out the brand’s ethos and personality, including all factors that would contribute to a passionate and communal fanbase. With these guideposts, San Diego Loyal SC was born in late 2019.
In conjunction with Red Door Interactive, the USLSD team partnered with Stitch Marketing Research to understand the challenges of bringing a new professional soccer organization to San Diego and determine what it would take to create a loyal, diverse, and inclusive soccer community, on and off the pitch.