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San Diego FC
San Diego FC is an expansion team in Major League Soccer, scheduled to begin play at Snapdragon Stadium in 2025. San Diego FC is jointly owned by Mohamed Mansour, a distinguished entrepreneur, investor and philanthropist with global ties in the sport, and the Sycuan Band of the Kumeyaay Nation, the first Native American tribe to have an ownership stake in professional soccer. Manny Machado, San Diego’s perennial MLB All-Star, is an investor in the Club. San Diego FC is a proud member of the Right to Dream community, a group of youth academies and professional football clubs around the world. San Diego FC’s stated vision is to become the epicenter of football excellence and innovation in North America.
Olive’s role is to maximize visibility of San Diego FC through regional outreach.
The Olive Way
THE SOLUTION
To effectively promote San Diego FC’s brand, openings, and signings, we developed a targeted outreach strategy to connect with all local media in San Diego. The approach is centered around distributing press releases that announced significant milestones, including player signings, a store opening, the first-ever open tryouts for the Right to Dream Academy, and community events. Each release emphasized San Diego FC’s commitment to innovation and excellence in football while underscoring the community ties that set the Club apart. In addition to distributing these press releases, we helped facilitate press conferences, studio tours, and media interviews, ensuring that the Club’s message reached a broad and engaged audience.
THE RESULTS
The results of this strategy continue to be powerful with San Diego FC receiving extensive coverage across a wide range of media outlets. The story of the Club’s formation, its unique ownership structure, and its ambitious vision have been featured in the San Diego Union-Tribune, Associated Press, San Diego Magazine, and the San Diego Business Journal, as well as every major San Diego broadcast station, including NBC 7, Univision, KSDY 50, FOX 5, ABC 10, KUSI, and CBS 8. This comprehensive media presence not only boosted the Club’s visibility but also established San Diego FC as a key player in the local sports landscape ahead of its 2025 debut.
