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USL San Diego Announces Community Team Identity Process

By Staff, 07/25/19, 3:45PM PDT


Focus Groups and Community Outreach begins for San Diego’s New Championship Soccer Team

San Diego, CA –   USL San Diego, which was recently awarded a professional, championship soccer team franchise in San Diego, has officially launched a community outreach program to engage San Diegans in the process of building an identity for the team, including its values, the team’s name, the kit colors, the team crest worn over players’ hearts and all those unique qualities that represent what the team stands for.

To date, the club has held four listening sessions with people throughout the San Diego region to explore why they love San Diego, what makes them proud to call San Diego home and what they want to see in their professional sports teams. These focus groups have included soccer fans, the youth soccer coaches and leaders, San Diego sports enthusiasts and local millennial influencers.

“It has been a great learning experience already and I am thrilled see how the local soccer community and San Diego sports fans are engaging in our efforts and showing great excitement for the team,” said Warren Smith, Founder, USL San Diego. “That said, we want to hear more and from more. We are encouraging all San Diegans to become part of the process. Call us, email us, text us, reply to our Instagram page, comment on our Facebook page and do all you can to participate in this process. This is the most important element of our planning and we appreciate the opportunity to obtain authentic, local feedback on everything from the club’s name and crest to the start date and core values. We want this club to be an honest and truly genuine reflection of San Diego.”

The United Soccer League (USL) San Diego released today a new video previewing the ongoing community engagement and outreach to brand the new championship professional soccer team in America’s Finest City.

“San Diego sports fans are being asked to participate in the process by emailing the club at Tell us, in your words, what makes San Diego great and what you would want to see their new professional sports team,” Smith suggested. Fans can also comment by accessing all of the team’s social media platforms: Instagram, Twitter and Facebook. The team plans to launch an official community survey early next month.

The club will be set to compete in 2021, with the possibility to begin play as soon as 2020. For current updates, you can follow the club on Twitter, Instagram, and Facebook @USLSanDiego, or visit the club website at

About the USL Championship:
The USL Championship is one of the most successful professional soccer leagues in the world, reaching a population of more than 84 million and fueling the growth of the game across North America. Sanctioned by the U.S. Soccer Federation as a Division II professional league, The Championship includes a membership of more than 30 clubs across the United States and Canada.

Through The Championship’s headquarters in Tampa, Florida, the league’s clubs are provided with unparalleled support with a growing team of more than 50 professionals across 17 departments, ranging from operations to marketing, communications and sponsorship.

The Championship has a national media partnership with ESPN, wherein all league matches are broadcast on ESPN+, ESPN3 and across linear channels. The league also operates USL Productions, which includes a state-of-the-art facility that produced and distributed more than 500 league matches and more than 1,000 hours of original content to national partners, local affiliates and international markets throughout the 2018 season.