MVP 029 - Courtney Ksiazek, Angel City FC
Courtney Ksiazek is the Senior Director of Partnership Marketing for Angel City FC, one of the most popular sports franchises in the USA.
Episode Summary
ACFC’s Brand Story
Courtney highlights the importance of partnership marketing in telling the team's story and engaging with the community.
Among other things, the success of a sports property relies on its ability to attract and drive value for brand partners. Angel City FC is an attractive partner for many brands because they focus on giving back to traditionally underrepresented people, they represent a demographic of fans that is rarely spoken to directly, and they have an undeniable ability to stay in the news cycle.
1 Million Meals Donated
During our conversation, Courtney talks about the importance of their landmark partnership with DoorDash, which helps provide meals to hundreds of thousands of people in need.
DoorDash is ACFC’s “front of kit” sponsor, which gives the right to the most precious real estate a club owns outside of its stadium - The front of its jersey.
One part of this partnership that is unique to ACFC’s business model is that 10% of all partnership dollars are redirected back into the community. Brand, this feature makes working with Angel City both economically and socially responsible.
One major takeaway from this episode is the importance of creating impactful partnerships that align with the team's values when trying to build a brand and increase fandom. When there is alignment everyone wins.
Measuring Success in Sports Business
Courtney also discusses the indicators of franchise health, such as viewership and attendance.
It is well reported that Angel City FC is the most valuable women’s sports franchise in the world, so I asked Courtney what factors contribute to their success. She told us that ACFC boasts 16,000 proud season seat members - a number that is impressive in any league!
When asked about the nature of relationships between competitive clubs in the NWSL, she praised the collaborative nature of business operations professionals around the league.
The lesson here is that every good team needs good competition to have a successful league. So, it only makes sense that teams work together to grow the game.
Soccer Fans Are Everywhere
She highlights the importance of supporter culture and the passionate atmosphere created by soccer fans. Courtney also shares the goals and future plans for Angel City FC, including international brand penetration and fostering relationships in the global soccer community.
USL Super League
We also discuss the emergence of the USL Super League and the opportunities it provides for women's soccer players. Additionally, Courtney emphasizes the significance of global competitions and the ongoing work towards pay equity in women's sports.