Elevating a Grassroots Movement to the Professional Stage
Nashville SC (USL)
2018-19
Marketing | Advertising | Graphic Design | Web Design | Brand Management| Project Management | Creative Direction | Growth Strategy | Merchandising | Event Planning | Brand Identity | Social Media Strategy
Overview
Started as a volunteer for Nashville FC as it was in it’s infancy in NPSL and grew with it, ending my tenure with the club as the Creative Director for the MLS club.
Read the additional case studies to follow the journey.
I led the rebranding and marketing strategy for Nashville FC’s transition into the United Soccer League (USL), elevating the team from a grassroots, community-owned club to a professional powerhouse. My work resulted in a 300% increase in season ticket sales, 150% growth in merchandise revenue, and a 50% rise in game-day attendance. Through strategic community engagement and a full-scale brand overhaul, I positioned Nashville FC as a serious contender in professional soccer while maintaining the heart of the community connection that made the team unique.
The Challenge
After the success of Nashville FC as a community-owned club in the NPSL, the next challenge was even bigger: transitioning the team into the United Soccer League (USL) as a fully professional team. We had a strong foundation, but this required us to level up everything—from the brand identity to marketing activations, and our public representation. I was tasked with leading the creative direction and marketing strategy to position Nashville FC as a professional club while maintaining the grassroots spirit that made the team special.
The Solution
From scraping by to making hthe most out of every opportunity.
As the head of marketing and creative director, my role was to ensure the team’s brand evolution resonated with both our existing fanbase and a broader, more professional audience. This was about elevating the club’s identity without losing the community-driven heart that built our foundation.
Rebranding for a Professional Audience:
Transitioning from a community-owned club to a professional team required a complete reimagining of our brand. I led the rebrand efforts, creating a visual identity that retained the grassroots connection but now had the polish and sophistication of a professional organization. This included a new logo, color scheme, and design system that reflected the city’s modern yet gritty energy.
Comprehensive Marketing Strategy
We developed a 360-degree marketing plan that included traditional media (radio, print, billboards) and a robust digital strategy. Our social media presence grew significantly during this time, with our campaigns driving a 200% increase in social media engagement leading up to the launch.
Community Activation Meets Professionalism
My team and I executed a series of fan engagement events that brought the community along for the ride. From season ticket launch parties to fan forums, we made sure that our supporters were an integral part of this transition. We also collaborated with local businesses and influencers, ensuring the broader Nashville community felt invested in the team's growth.
Game Day Experience Overhaul
Professional soccer fans expect more than just a match—they expect a full-scale entertainment experience. I oversaw the revamping of our game-day operations to include interactive fan zones, live music performances, and professional-grade match presentations, resulting in a 50% increase in game-day attendance.
Partnership Fulfillment & Growth
I was also responsible for scaling our partnerships, securing deals with local and national sponsors who saw value in the team’s growing visibility. By aligning our sponsorship activations with our brand narrative, we saw a 40% increase in sponsorship revenue over the first two seasons in USL.
Building the Marketing & Creative Team
As we grew into a professional team, I expanded the creative department, hiring full-time staff and scaling the internship program I had initiated in the NPSL days. This allowed us to increase our output and bring more work in-house, fostering a more cohesive brand experience.
The Outcome
The transition to the USL was not just a move to a higher league—it was a statement that Nashville FC was ready to compete at a professional level, both on the pitch and off. The rebrand and marketing strategies paid off in major ways.
Significant Fanbase Growth: Our fanbase expanded dramatically during the transition, with season ticket sales increasing by 300%. We successfully retained the loyalty of our grassroots supporters while attracting a new, broader audience.
Revenue Growth: Merchandise sales grew by 150% during our first season in the USL, thanks to the new branding and increased exposure. Sponsorship revenue saw a 40% increase, as brands recognized the value in aligning with our growing visibility.
Game Day Experience Success: Our revamped match-day operations turned game days into full-fledged events, resulting in a 50% increase in attendance and significantly improved fan satisfaction scores.
Professional Brand Recognition: The rebrand positioned Nashville FC as a serious contender in the professional soccer world, which laid the groundwork for the eventual transition to Major League Soccer (MLS). The new identity became synonymous with professionalism and community.
Personal Reflection:
This project was an evolution for both the club and for me personally. I learned firsthand the complexities of rebranding a team for a professional audience without losing the heart of what made it special. One of my favorite stories is telling people how I even got to this position. It was Spring of my Senior year in college at Vanderbilt, and I told the founder of Nashville FC, Chris Jones, about a job offer at the San Antonio Spurs that was on the table. He looked at me and said “let me know when this is serious, then I’ll tell you something”. Naturally, I then did a full circle and said “it’s serious”.
It was then he told me about Nashville FC’s elevation to the professional ranks in about 2 months. I was immediately in. I wasn’t allowed to tell anyone, but a month after our discussion I was officially the first paid employee of Nashville SC. I lived in a shitty apartment on Music Row, couldn’t tell anyone how I was living, and was just living and breathing NSC to get it off the ground. I took one day off for my college graduation and to entertain my family, but the next day was prepping a match at Vanderbilt’s stadium. I still wonder to this day how no one ever questioned how I was making a living.
What this project truly taught me is the power of evolution and adaptability. Moving Nashville FC into the USL wasn’t just about making things bigger—it was about making them better, more refined, and deeply connected to both the past and future of the club. The work required long hours, attention to detail, and strategic thinking, but the result was a club that not only thrived in a professional league but kept its authenticity intact.
It showed me that great brands can grow without losing their soul, and that success comes from being deeply attuned to both community values and professional demands. This experience has made me a stronger creative leader, equipped to tackle complex, large-scale projects with precision and heart.