LAFC may not know exactly what the team will be called, but they know where they will be playing when they begin in Major League Soccer in 2018.
A cathedral in the City of Angels.
While they exist, they exist only by the loosest of definitions. But as has been evidenced through the construction of other franchises, nothing is more important in the big picture than stadium development. Nothing. Stadiums are the lifeblood of long term fiscal health – they convey a permanence which is critical.
Ignoring that the project came in $100 million more than was initially projected (at a total cost of $250 million), it’s easy to see why it was green lighted – with gusto – by the city of L.A. Firstly, it is to be built using private investment, not publicly funded; job creation will be in adundance pre-during–and–post-construction of the 22,000-seat, natural grass venue which will anchor a retail and commercial complex and house a first-of-its kind world soccer museum.
You can sense the creation of a true mini community with lasting benefits.
So, that’s stadium done, but it does comes with the price of a delayed entry to the league until 2018.
#LAFC – the brand
Now they can move on to other business – their identity. What they’ll call themselves, their logo, the colors they’ll wear.
All of this will no doubt begin in earnest. It has already started to drum up fan support to become a ‘LAFC original’ – spurring fans to secure a season ticket three years in advance of play.
Worth taking note of NYCFC’s branding piece they undertook with ad agency, Droga5, of getting fans to actively contribute to the creation of their team’s brand identity: http://www.campaignbrief.com/2014/02/new-york-city-football-club-la.html
The brand is critical, but brand is only part of the equation. It’s product is more important in the scheme of things.
A neighbourhood of Galaxy’s.
Not for the first time, the LA Galaxy will have neighbours. LAFC need to make it worth their while.
Now it took heavy hitters to bring this team to life (the 24 person ownership group look like a who’s who of L.A. representing the best the city has to offer – sports and entertainment mogul Peter Guber; Tony Robbins; Mia Hamm; “Magic” Johnson; Club President Tom Penn; lead by Henry Nguyen; and then not least, the Premier League’s own Cardiff-City-cartoon-villain Vincent Tan). They will be looking to attract heavy hitters to launch the club.
Already media speculation is focussing on Cristiano Ronaldo becoming the major signing when his Real Madrid contract expires in 2018. He will be 33 so certainly makes sense. But also of consideration – Messi? Wayne Rooney? Suarez?
It doesn’t matter. There will not be any shortages – they just need to be huge.
Not only MLS fans, but fans on the World stage will drool over a big name gracing the team and the league, They need to be David-Beckham-joingin-L.A.-Galaxy–circa–2007-esque huge.
Once all that’s in place, the next goal is simpler: start to win.
The greatest sports town in America just got even better
So a number of moving pieces, but that’s part of the dynamic with a growing league.
The item of most importance is that this forward movement in L.A. is not only a tremendous gain for the city, but the league in general. It is this type of ‘extra-curricular’ press which is fuelling the league’s growth off the field.
These stadium plans will likely be the first domino in a long line of major announcements to be made by the MLS-expansion-franchise-brigade in the coming weeks and months.
So while the scarf doesn’t have a confirmed colour, badge, or name for that matter – it really doest matter. Yet.