SF CITY FC | SUPPORTER-OWNED FOOTBALL CLUB
DIGITAL / SOCIAL MEDIA / 35mm PHOTOGRAPHY / KIT DESIGN
PRO BONO WORK FOR A NON-PRO CLUB.
THE DIY SUPPORTER-OWNED FOOTBALL CLUB
When the Mayor announced that a new club—with the same colors as us and a similar name—would be playing at the same stadium, I quickly came up with the idea to have our play-by-play guy cut a promo for our home opener.
In the following four days, we sold our most ever pre-match tickets and had our highest attendance to date: around 1,500 on a Wednesday—the same day the Warriors were in a must-win playoff game and Messi was playing down in San Jose.
To use the news to our advantage and lean into the confusion around colors and name, I ran these ads on Instagram after the announcement—using a never-before-seen logo of ours to introduce the club to newly excited soccer fans. The ad, linked to our ticket page, helped generate around 1,000 new followers in a short time.
Had the idea to make a denim kit to pay homage to SF’s own Levi’s and the 1994 USMNT “denim” kit. With zero dollars in marketing, we generated over 4 million impressions and sold out immediately.
Photo: Killian Page
I helped form a partnership between the club and SFMTA (Muni). The posts on social went viral for a club our size, news outlets picked up the story, and we gained hundreds of new followers. When we launched the new jerseys, we sold over 800 units in 2 weeks.
