Case Study: San Diego Loyal SC builds an authentic, inclusive soccer community with Stitch Marketing Research

San Diego Loyal SC builds an authentic fanbase with Stitch Marketing Research through thousands of hours of conversations

San Diego Loyal SC, a new United Soccer League franchise, faced the challenge of establishing an authentic brand and building a passionate, inclusive fanbase in a market with a historically rocky relationship with professional sports. They partnered with vendor Stitch Marketing Research to conduct qualitative research to understand what would drive local interest in a professional men's soccer team and to help build the new club's identity from the ground up.

Stitch Marketing Research implemented a comprehensive approach using in-person roundtable discussions and listening sessions to gather insights directly from San Diegans. This research directly shaped the team's identity, leading to the name "San Diego Loyal," and informed key strategies like sourcing local players and creating an independent supporters club. The results provided the USLSD team with certainty, enabling them to build a brand and community that was authentically of, for, and by San Diegans, successfully capturing the hearts and minds of the local market.

San Diego Loyal SC