Building the Ozark United FC Fanbase in Northwest Arkansas
OVERVIEWIn July 2023, USL Arkansas partnered with AM Group to introduce professional soccer to Northwest Arkansas, a region that previously lacked a professional sports team. Traditionally, University of Arkansas athletics filled that void. This partnership aimed to change the local sports landscape with the launch of Ozark United FC—Northwest Arkansas’ first professional soccer team.
To successfully launch Ozark United FC, we aimed to establish the team as a recognized name in professional soccer, fostering deep connections with local communities and building long-term relationships. Our goal was to generate excitement for the men’s team while also laying the groundwork for the upcoming women’s Super League team.
OBJECTIVE
CHALLENGES
Establishing a distinct identity for Ozark United FC was crucial, as promoting the team as “USL Arkansas” limited fanbase development. Competing for media attention against the dominant University of Arkansas athletics prompted us to implement a strategic communications plan to effectively engage media, stakeholders, and the local community.
SOLUTION
Our agency enhanced visibility for key milestones through a focused communication strategy. We created targeted press materials for events like the men’s brand launch, U20 Boys Academy Team introduction, and the Ozark United FC kit sponsor announcement. To boost local engagement, we conducted surveys and feedback sessions, reinforcing the message that “this is NWA’s team,” while collaborating with every local media network in NWA for exclusive insights.
Execution
Strategic Communication Plan
We developed a comprehensive communication plan featuring milestones every six weeks, designed to maintain ongoing media coverage and generate sustained interest.
Media Pitches and Press Releases
We executed targeted pitches and press releases at each significant milestone, including the men’s brand reveal, the introduction of the U20 Boys Academy Team, and the announcement of the Ozark United FC official kit sponsor, to maximize visibility and engage local media.
Community Listening Sessions
By engaging directly with the community through surveys and feedback sessions, we highlighted the message that “this is NWA’s team,” fostering a strong sense of local ownership and pride.
Results
The Ozark United FC launch surpassed all expectations, achieving remarkable results:
Media Coverage
A total of 471 articles were published, reaching 289 million unique readers. The media coverage resulted in a journalist reach of 139,360.
Event Attendance
Over 500 fans attended the Ozark United FC Brand Launch Event, with all NWA News stations covering the launch, and 145 articles published about the event
Advertising Value Equivalent (AVE)
The media coverage generated an estimated advertising value equivalent (AVE) of $18.58 million, highlighting the significant impact and worth of our communication efforts.
471 Articles Published
500+ Event Attendance
139k+ Journalist Reach
$18.58 Million AVE
Conclusion
The launch of Ozark United FC marked a transformative moment for professional soccer in Northwest Arkansas, driven by strategic communication and community engagement. Our efforts successfully established the team’s identity, with over 500 attendees at the men’s brand reveal and extensive media coverage resulting in 471 articles and an impressive advertising value equivalent of $18.58 million. This robust foundation not only fosters a growing fanbase but also paves the way for the women's Super League team, positioning Ozark United FC as a vital player in the region’s sports landscape.