How to score $200M: Angel City’s playbook for women’s soccer

Community

Angel City Football Club (ACFC) has redefined community engagement by intertwining the team's identity with its fans. Julie Uhrman and Kara Nortman emphasize the importance of building a local connection, hosting 250 events annually, including watch parties and volunteer opportunities 1. This approach has fostered a sense of co-ownership among fans, as Reid Hoffman notes, "The first Angel City fans felt emotionally connected to the product, vested, and they brought organic, word of mouth marketing that shared the culture of the team" 2. By involving fans in decisions like choosing team colors and designing the crest, ACFC has created a community that transcends the sport itself.

   

Inclusivity

ACFC's founders, including Natalie Portman, have crafted an inclusive environment that welcomes fans of all backgrounds. Kara Nortman shares how witnessing the diverse and passionate fanbase at an LAFC game inspired them to replicate that atmosphere for women's soccer 3. Julie Uhrman highlights their strategy to pitch to investors who understood their vision of equity and impact, leading to support from figures like Eva Longoria4. As Reid Hoffman observes, "Julie, Kara, and Natalie would have to raise millions of dollars up front, and you can't just buy your way in like any pro sports league" 3. This inclusive approach has been pivotal in establishing a strong, diverse community around the team.