Pay Attention To Minnesota Aurora FC
While eyes this week have been on the highest tier of soccer in the United States (U.S), a grassroots approach is catching momentum in the middle of the country.
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The revamped USL W-league is in its first official season, and first in operation since 2015, giving players pre-professional opportunities and fans a chance to build allegiances at the local level.
One such club is Minnesota Aurora FC, which has already seen remarkable success in its first season.
The club follows a community ownership structure, with a collective group contributing to the team’s ownership share.
Initially, the club set an investment goal of $500,000, built upon community ownership with a minimum contribution of $100 per individual.
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The club doubled that, raising roughly $1 million from 3,080 community owners, whose average contribution is more than $300.
The NFL’s Minnesota Vikings have lent the use of their practice field at TCO Stadium as the team’s home, and the club has been quick to land partnerships with other organizations in the state.
The club generated $640,000 in combined ticket, merchandise, and sponsorship revenue before the team ever took the field at TCO Stadium, and it sold out its allotment of 3,000 season tickets.
Meanwhile…
In the home opener on May 26, the team played in front of a sold-out crowd of over 5,200, which outdrew a number of NWSL clubs that same weekend.
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No one knows if the Aurora will stand alone, or if they’re a preview of what’s to come at the NWSL level in the state of Minnesota.
What is clear is that there’s a strong desire for soccer teams in more areas of the country and that alternative ownership structures can work, bolstering opportunities going forward.
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