USL Arkansas, the company starting a professional soccer club in northwest Arkansas, has engaged Little Rock advertising agency Stone Ward to develop its brand identity — and even help to christen the club.
USL, based in Rogers, announced the selection on Friday, saying it chose Stone Ward after “an exhaustive evaluation of top marketing and branding firms in the Region,” the club said in a news release. Stone Ward has offices in Rogers, Little Rock and Chicago.
The news release cited the agency’s passion for the project and extensive experience in soccer branding.
Stone Ward has represented several national and international soccer brands, including U.S. Soccer, the National Women’s Soccer League (NWSL), Copa America, and Como 1907.
“Selecting Stone Ward as our partner was a natural choice for USL Arkansas,” said Chris Martinovic, the club’s co-founder. “They have a sincere passion for what we’re doing here.”
He said the agency’s local presence and “proven excellence” align with the club’s vision. “We’re confident this partnership will add to the growing soccer culture in Northwest Arkansas while resonating with fans and bringing our club’s identity to life,” he said in the release.
Stone Ward, led by Larry Stone and Millie Ward, will help create USL Arkansas’ brand identity and already has a campaign underway for fans to suggest names for the team. The club already has more than 1,200 name ideas, which the club sees as a clear sign of local enthusiasm.
The club said that with Stone Ward’s help, it hopes to establish a strong regional presence. It also said the agency’s office in Rogers has given it an important understanding of northwest Arkansas’ dynamics.
“The partnership with Stone Ward is a game-changer for us as we begin to create a distinct identity for this club,” said Warren Smith, USL Arkansas’ other co-founder. “With Stone Ward’s support, we’re ready to firmly plant our roots in the region, forge meaningful connections with our fans, and cultivate a soccer culture that resonates with our community.”
Brett Parker, managing partner for Stone Ward in northwest Arkansas, said the firm was “truly excited” about infusing the spirit of the region into the club’s brand identity. “We’re not just talking about soccer; we’re talking about embracing the love for the game and tapping into the profound passion for sports and teamwork that’s deeply rooted in this ever-growing community.”
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