Bringing futbol to football country might sound odd at first—until you check the numbers. For many years, Birmingham has been among the highest TV audiences for men’s and women’s U.S. soccer matches.

That’s why the United Soccer League (USL) targeted the Magic City for a 2019 league expansion. However, bringing a brand new professional team to a city focused on college athletics would take a calculated approach. We worked with the USL and the newly minted executives of the Birmingham team for a Phase I rollout that would include preliminary brand identity, video assets, social media channels, and a full PR campaign to build excitement within the city and aid in selling tickets and securing sponsorships.

Our first big measure of success was the announcement itself. Centered around a press conference and launch party at Good People Brewing Company featuring USL execs, city of Birmingham officials, and more, our PR team delivered a calculated ad value of $34,391 and 36,054,722 total potential impressions behind the strength of 50+ media hits. On social media, utilizing both paid and organic tactics, we captured over 460,000 impressions on announcement day.

Additionally, by week’s end, brand new social accounts for USL2BHM across Facebook, Twitter, and Instagram had amassed 2,700 total fans. This combination of PR and media tactics ultimately resulted in more than 200 individual ticket reservations for the 2019 season in 24 hours.

Now that the city has already begun to rally around the new team, we’ll be working on further branding and implementation leading up to the team’s debut match in March of 2019.