Forward Madison FC, a USL League one soccer team, has taken the nation by surprise after an exceptional inaugural season and an unconventional marketing approach. What makes them different from the rest of minor league soccer teams is their extreme fan base, clever marketing strategy, and the aesthetic of the club. The light blue and pink flamingo logo, dairy cow mascot, named "Lionela Bessi,” and clever social media approach make the club unmistakable for many. Forward Madison is an affiliation team of the Chicago Fire after a one-year affiliation with Minnesota United the previous year. The club’s name was chosen through a vote, with an online “Name your club” contest, with “Forward Madison FC” winning, honoring Wisconsin’s state motto.

In under two years, the Forward Madison Instagram account has the most followers out of any USL team because of their unique social media presence. Taking advantage of Madison’s college demographic, the club has a very relatable and comedic approach on their media channels. For example, they compare Lionel Messi’s USL goals to their leading scorer, Don Smart’s USL goal (Messi does not play in the USL, therefore has 0 goals).

Senior Grant Ostertag says their marketing and social media stands out from the rest.

“They interact with their fans and stay up to date on trends,” he said. “They don't act as if they are more prestigious than anyone, and make the fans feel like part of the club.”

In 2019 the Flamingos Alternate Jersey gathered over 200,000 votes to win SiriusXM FC’s 2019 best kit competition. Because of this, they received national attention, with former USMNT defender Alexis Lalas calling out the unique color scheme of the club. Director of Fan Engagement & Digital Media Kuba Krzyżostaniak is excited about the club’s branding, which has been a huge part of the club’s success on and off the pitch.

“Our aesthetic and branding is a major part of the success of the club on a national and even international level,” he said. “There hadn't really been a team in the United States that had embraced the color pink as much as Forward Madison, and especially using the flamingo as a mascot was unique.”

Even in their inaugural season, Forward Madison already had success, finishing fourth in the regular season and making it to the national semi-finals. Because of their large following, game atmospheres are ecstatic with the club’s different supporter groups. From ‘The Flock’ to the La Barra 608,’ there is a group for any supporter. Krzyżostaniak sees this in the club and believes they are lucky to be founded in such a great city.

“Each supporter group of our club brings a unique perspective to the matchday experience,” he said. “We're lucky to have a variety of groups that represent a lot of different cultural backgrounds. You get to see the full array of people who call Madison home come together to back the city and back the team, and it makes for a really special experience.”

Sophomore John Munson has been to a game at Breese Stevens Field and believes the experience was one that could change the view of soccer across the country.

“They have one of the most loyal fanbases,” he said. “I would definitely recommend going to a game. The atmosphere was so great. It could make Americans start to actually like soccer.”

By Drew Lasky

Oshkosh West Index, Volume 117 Issue I

October 2nd, 2020

Madison FC Turns 'Forward' Thinking into Rabid Fan Support in USL Soccer