Angel City FC: Uplifting women and strengthening communities

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Image credit: NWSL website

Los Angeles is a city that produces pioneers and cultural influencers across various industries, including entertainment, technology, and sports. The Angel City FC epitomises LA’s ambition and innovative essence more than any other organisation.

Alexis Ohanian, Co-founder of Reddit, Initialised Capital and Seven Seven Six, is the largest shareholder as an individual investor for the club, however, he does not hold a majority of the equity or control of the board, instead sharing authority with co-owners Julie Uhrman, entrepreneur with a talent for community building and ranks among the most influential figures in the sports business industry as well as being President of the club. Joining in the ranks as founders are Kara Nortman, a visionary venture capitalist and , the acclaimed Academy Award winning actress and passionate advocate for women’s rights.

Angel City FC’s journey started following the US Women’s National Team’s 2019 World Cup victory. The triumph, which garnered record viewership, alongside movements for gender and pay equity, propelled the creation of the club has obtained attention since it was awarded expansion license for the 2022 season back in 2020.

Capitalising on the World Cup momentum and data indicating strong fan interest in women’s sports, the group established Angel City FC, confident in the increasing value and growth potential.

Angel City FC’s business strategy in sports is truly pioneering. By implementing creative revenue models, including distinctive sponsorship arrangements and a dedication to community investment, the club has shown that supporting women’s sports holds significant, untapped commercial potential. It is important to highlight that the club’s sponsorship model, which allocates 10% of sponsorship dollars back into the community.

Rocky Rodriguez headers the ball
Image credit: NWSL website

This approach has redirected over $4.5 million into the community, forging partnerships with Hollywood A-listers and influential activists like Uzo Aduba, Jessica Chastain, Jennifer Garner, and Eva Longoria, are amongst an ownership group over 100 strong, most of whom are women.

Through a new partnership with HubSpot, Angel City FC will support women athletes via a fund dedicated to post-retirement education and entrepreneurship endeavours. Emphasising revenue sharing and community reinvestment, Angel City FC persistently adopts a groundbreaking approach to achieve commercial success while advancing its broader mission.

Central to Angel City’s mission is the community it serves and builds. In its brief existence, the club has successfully cultivated a diverse and inclusive fan base, resulting in unprecedented support and engagement.

Angel City’s impressive 90% season ticket holder retention rate and strategic, values-aligned sponsorships further attest to the club’s success in community building. “How do we leave the community better than when we started?” Uhrman emphasises as a key question the club seriously contemplates with each partnership opportunity.

Consider the partnership with Sprouts Farmers Market. Through this collaboration, the club focuses on nutrition and education, partnering with two local schools to create gardens and host free monthly farmers markets benefiting the community. Additionally, an education program teaches children about nutrition and the importance of developing strong bodies, further enhancing the impact of the Sprouts partnership.

While Sportico reported that for the clubs first season in 2022, the new entity had already been valued at more than $150m approximately, Angel City’s average crowd attendance for the 2022 and 2023 seasons at BMO stadium had surpassed Sydney FC’s attendance during the 2022/23 A-League Men season by approximately 3000, which led the competition.

With at least four more expansion franchises planned in the coming years, perhaps the question is why the A-Leagues can’t strive to establish their own Angel City FC, or at the very least, embrace the concept of standalone women’s teams in the A-League Women?

However, Uhrman, on her end, recognises that the Angel City model isn’t universally applicable and cannot simply be replicated everywhere around the world.

The NWSL was established in 2012, the following year was when matches were played, ever since then NWSL is being praised for reaching a stage where there is ongoing work needed to address sustainability and player safety concerns (the league has faced a series of abuse scandals in recent years).

With new investments and ambitions, such as relocating its headquarters from Chicago to New York, aligning with the MLS and America’s major sports leagues like the NFL, NBA, MLB, and NHL – the league is poised to strengthen its foundations and sustainability as it enters a new phase of existence.

In this phase, the NWSL not only aims to solidify its position in the American sports hierarchy but also seeks to distinguish itself within the rapidly expanding women’s football ecosystem worldwide.

The club’s website has a dedicated category for their six unique supporter groups, with each of them having social media platform and a website, with a brief description about each group. Looking at this from an Australian footballing perspective, it all sounds too good to be true, how Angel City FC has excelled the marketing area for its club efficiently in a short period of time, whereas compared to the clubs here in the country, it needs to take learnings from America on how they implement the marketing strategies in different area of a football club and apply it for their respected clubs.

Football Victoria CEO Chris Pehlivanis on the 2024-2028 Strategic Framework: “We’ll either succeed or fail together”

Liam Watson
Images courtesy of Football Victoria

Football Victoria (FV) has released its ‘Our Football’ Strategic Framework for the next four years, with CEO Chris Pehlivanis at the heart of its creation.

Having been with Western United as CEO for four years between 2019-2023 prior to joining FV, Pehlivanis is now heading towards his first full year in the member federation.

Knowing what it takes to lay the foundations and see it grow from an A-League club’s inception, it is now set to start again through a dedicated Strategic Framework.

In an interview with Soccerscene, Pehlivanis discusses his footballing journey so far, each of the strategic pillars and how he will work to support the needs and requirements of the game.

A general shot of The Home of the Matildas in Bundoora from the Dockerty Cup Final. Image credit: Mark Avellino Photography

What led you into football and ultimately the CEO role at FV?

Chris Pehlivanis: I’ve been involved in football a long time, where I initially started playing for East Bentleigh Soccer Club when I was a young tucker, for about 10 years. I was also involved with Bentleigh United Cobras.

For 20 years I was also a referee, and then through my professional career I landed a job at Football Australia as finance manager. That was my first taste of sport where I went on to spend 8-9 years with the Essendon Football Club in a CFO role.

I love my football and the ability to help shape the game in this state is why I’m excited about being CEO.

I’ve also got a young boy who also plays and he’s 10 years old. He’s a goalkeeper and I still enjoy it from a parent’s point of view but also seeing the future of the sport first-hand in this state which is growing at substantial rates.

It’s very fun going back to grassroots; goalkeeper is the position my son has chosen, and he loves it. We’re going on a journey with him so it’s exciting.

What did you see in FV to make that jump?

Chris Pehlivanis: I thought it was a good opportunity to really help shape the game at a larger level, with clubs having nearly 100,000 registered participants in this state.

For the first time we also have a key asset, being The Home of the Matildas and commercialising it. Mainly, working with all the different levels of football in this state is the exciting part.

The Home of the Matildas is an asset which we haven’t had in the past, and everyone is just coming to terms with what that actually means and how we can use it for the benefit of the game.

It’s a good opportunity for government to see what they’ve contributed towards and the benefit at all different levels.

For example, we recently hosted the 2024 Girl’s National Youth Championships, showcasing our world-class facility and giving participants from across Australia a memorable experience.

Victoria and Queensland in a battle of the states during the 2024 National Youth Championships Girls’ Tournament. Image credit: Mark Avellino

What is the potential growth going to be like in Bundoora?

Chris Pehlivanis: We’re working with the Victorian State Government, Federal Government, and La Trobe University to look at what Stage 2 of this facility holds. It’s early days, but we’ve got some plans that we’re discussing with all the relevant parties.

The real opportunity is to work with everyone to develop something that delivers on a lot more for the football community, which can be increased capacity or additional pitches for the football family. It really makes it feel like a home for football.

On the Strategic Framework, one of the pillars is clubs and competitions, can you share more on the service proposition and delivery to regional football?

Chris Pehlivanis: It’s really helping our clubs become stronger and supporting them.

Each club is uniquely different, so there’s not one size fits all, but what is important is our ability to work with those clubs to really enhance the value proposition to their members and to their football community, and that’s what our role is, no matter what league they play in.

Equally as important is to increase the value proposition to the football family, because historically we haven’t really focused on retention. It will be important to understand why people are exiting the pyramid at whatever stage they do, and doing everything we can to keep them engaged with the game for longer periods.

Oakleigh Cannons and South Melbourne in the 2024 Dockerty Cup Final. Image credit: Mark Avellino.

Another pillar is the participation with a focus on gender equity. What do you hope to achieve?

Chris Pehlivanis: Off the back of the Women’s World Cup, we’ve seen enormous growth, and with that becomes a lot of opportunity.

What is critical is to make sure that we’re ready to do that in the right way.

It needs to be done in a manner that is really engaging, safe, and ensures our female participants have a great experience.

Our growth is more than 20% overall in the game, and for females it increases to 30% – with that will still come some growing pains, especially around facilities.

I think it’s a big competitive advantage we have in the female game. The foundations of our sport are solid for female participation, so our job is to take that and really use it to provide a genuine, engaging and high-performing pathway for females and be the sport of choice in this state and country.

Our job is to make sure we continue to drive additional value – be it through coaching, extra facilities, better competitions – where all that needs to come to the forefront. Because the game will continue to grow, and the future is very bright.

There is also an emphasis on pathways for emerging players, can you elaborate?

Chris Pehlivanis: We want to bring a real sense of pride back into representing Victoria and being part of the state programs.

I think that’s been lost in our journey in the last couple of years which will mean a really big focus on high performance on and off the field – through technical coaching, physios, nutrition and all areas that we’re going to focus on to provide a genuine pathway and we’re looking to produce as many future stars as we can.

Maja Markovski in action during the 2024 Nike FC Cup Final at The Home of the Matildas. Image credit: surbevskiphotography.

Are there any initiatives you would bring in for that?

Chris Pehlivanis: It would be done through our NTC program and the expansion of it. The foundations in these programs are very solid, it’s about taking them to the next level – which in the NTC Review gave us a lot of recommendations.

There are key elements that we want to implement into our programs that will drive the user experience to a very much higher standard.

When you do play for your state, it’s all about showing pride and you’re representing every footballer in the state.

You mentioned that facilities are a sticking point, what’s been done so far?

Chris Pehlivanis: In the first six months of my role, I’ve did a lot of club visits, and I would say nine out of 10 clubs have put this as the number one priority to support facilities.

Every time I hear this, it means clubs are turning away participants and I think that’s unacceptable for a variety of reasons. Our role is to support the clubs in that journey and work with all levels of government to secure additional facilities.

What I say to clubs is quite simple; we’ll either succeed or fail together. But be assured we’re going to do this together and we’re going to provide you as much support as we can to secure more infrastructure for our game.

However, we’ve had success in this space so it’s also important to show people we care.

There’s room for a lot of improvement and plenty of opportunities to secure facilities to allow us to play a game that keeps growing at a strong rate.

The 2024 National Youth Championships Boys’ Tournament, hosted in Wollongong. Image credit: Damian Briggs / Football Australia.

What do you see in the game’s future and FV’s role to play?

Chris Pehlivanis: We are going to build unity within the game, where there has been a lack of it and hasn’t given us the best opportunity to be successful.

It ensures that we all work together for a common goal and not have an individual mindset which has been at the forefront of our game for many years.

In my short time here, I’ve brought in a GM of Commercial with a real focus on creating additional revenue streams for our game.

This is so we can reinvest in initiatives that will future-proof the game, but also continue to grow it.

The Home of the Matildas also needs to be commercialised. It gives us more relevance in that space and secure some decent funding for our game for the first time.

We’ve got people & culture and capability, making sure we’ve got the right employees here to deliver our strategy.

From a culture point of view, we want to make sure that everyone’s aligned and living the values.

One of the big things that I’ll enforce in this Strategic Framework will be accountability, because that’s the only way we can go forward and will be an area that I’ll continue to drive.

To view the Strategic Framework in full, you can do so here.

Stan Lazaridis – Taking Perth Back to the Glory Days

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Images provided by Perth Glory FC. Top photo credit: Paul Kane/Getty Images

In March 2024, Perth Glory made a significant personnel decision by appointing former Socceroo great, Stan Lazaridis, as its Football Director.

After a challenging season in 2023/24 when Glory was placed in administration, the cobwebs were removed with the purchase of the club by the Pelligra Group.

It was none other than Harry Redknapp, the legendary West Ham manager, who witnessed the talents of the flying wingback on a preseason tour Downunder in May, 1995 and immediately penned Lazaridis’ signature.

A distinguished career followed from 1995 to 2006 when he played 260 league matches for West Ham and Birmingham City, while becoming a crowd favourite with his brilliant and penetrating runs out of defence which made even the toughest opponents cringe with fear.

Lazaridis was also a mainstay for the Socceroos, appearing in 60 internationals from 1993-2006 and fulfilling his greatest moment as part of the squad which qualified for the World Cup Finals in West Germany after a 32-year absence.

However, Stan Lazaridis faces a new challenge in his new role at Perth Glory after their rock bottom performance last season.

Nevertheless, if anybody can make it happen, it’s the mild mannered and creative thinker who knows how critical this season is for A-League football in Perth.

In this interview with Roger Sleeman, Stan Lazaridis talks about his new role, the patient rebuilding of the club under the watchful eye of new owner Ross Pelligra and the dawn of a new era for the once great club.

Stan Lazaridis addresses the media as Football Director. (Photo by Paul Kane/Getty Images)

ROGER SLEEMAN

What is your feeling after coming back into the game after an absence of 11 years?

STAN LAZARIDIS

It feels Iike I’m starting all over again when I was a player because I never thought I’d ever get another opportunity again in Perth.

I was almost resigned to this impasse but after meeting the new Board and owners, it just fell into place.

When you’re out of the game you miss it so much and you wonder to yourself how your approach could’ve been different.

I can really thank Marco Bresciano and Vince Grella but also the director, Jason Bon Tempo, who played a major part in my appointment.

It was Bon Tempo who facilitated my introduction to Ross Pelligra and after our first meeting, the new owner remarked it’s almost like I know you well and know all about you.

Significantly, Pelligra is trusting me with his money and granted me the power to achieve the best outcomes for the club.

Marco Bresciano and Stan Lazaridis after the 2-2 draw in the FIFA World Cup Germany 2006 Group F match between Croatia and the Socceroos. (Photo by Robert Cianflone/Getty Images)

R.S.

What is Ross Pelligra’s commitment to the club?

S.L.

He’s a very passionate man and a winner. He started business at a young age when he was pouring concrete at 13, so he earned money the hard way and learned to value it more.

Apart from his investment in real estate, his company owns basketball and ice hockey clubs, but he saw the opportunity to acquire Perth Glory and turn its fortunes around.

Pelligra knows the club’s potential, particularly in light of the success of Tony Popovic at the club and in previous seasons.

Also, he knows how hard it is to beat the team in Perth after you’ve travelled five hours and have to confront that special kind of atmosphere when there’s a full stadium.

R.S.

How hard will it be to restore the wonder days of Perth Glory in the NSL under the ownership of Nick Tanna?

S.L.

You have to go back to why it was successful when it was an honest and entertaining system of play.

The players were heroes which has been lacking and we now have players like Faisal who is being compared to Mohamed Salah and is getting more hits than Taylor Swift.

Adam Bugharia is like an old fashioned Hristo Stoichkov who the fans can identify with and can hit the ball on target from distance with considerable power.

Nathanael Blair, an old fashioned striker, is over 1.9 metres tall and is strong as an ox with speed to boot and the Vietnamese striker Khoa Ngo has the skills of a Maradona.

I firmly believe these players will create great atmosphere this season.

Stan Lazaridis in action for the Socceroos in 2005, during the Australia v Iraq international friendly match. (Photo by Robert Cianflone/Getty Images)

R.S.

How does the club erase the disappointing season of 23/24 in terms of overcoming financial problems and a better place in the A-League?

S.L.

This is why I was brought in and we released 15 players. Everything is new with my team, new owner, new staff and the signing of 17 players.

There’s no point dwelling in the past because we know we were well off the pace and we can’t place the blame on former coach Alen Stajic because he simply wasn’t given the tools to succeed.

Surviving the administration gave us a second chance to go out and get the people back by investing more and playing a brand of football which the fans will want too see and which will also inspire the kids.

After our recent Australia Cup match against Melbourne City, the fans stayed back and clapped for the performance for over 30 minutes.

Also, I believe we’re going to develop some young players who will eventually play for the Socceroos and that will be one of my legacies.

Goalkeeper Cameron Cook alongside Stan Lazaridis.

R.S.

What led to David Zdrilic’s appointment as head coach?

S.L.

After my first week in the job, I sat round the table with the CEO Anthony Radich and coach Alan Stajic, and they asked me which team do you like in the A-League and I replied Sydney FC.

It’s not just their playing group, there’s an energy and entertainment value which reminded me of past Glory outfits which I wanted to bring back to the club.

I started looking at young players who could play this high energy system and with four experienced players to complete the combination.

I told them we’re not fit and I expected fitness levels comparable with Sydney FC.

I started trying to recruit top players but with a seven million dollar debt, that wasn’t going to be easy.

After the disaster of the last five games in 2023/24  the situation had to be reversed. I remember clearly after one match we were trailing 4-0 and Ross Pelligra called me and told me to fix it because we can’t have his club with an image like this.

We conducted a review, and after Alan Stajic had received the offer from the Wanderers, I spoke to three or four coaches but it just didn’t click as there style of play didn’t register with me.

Co-incidentally, I bumped into David Zdrilic one day and we had a brief talk despite knowing he’d received offers from other clubs. He liked the idea of being able to start fresh with a new club and it just connected when we talked about players.

It was like the stars just suddenly lined up as we were remarkably on the same page.

Interestingly, Zdrilic was prepared to take a pay cut because he could see this opportunity and after I spoke to Kevin Muscat for two hours, he advised you have gut instinct, so trust that.

All those feelings came true with Zdrilic and fortunately he could be released by Sydney FC and the deal was done.

Stan Lazaridis (left) with David Zdrilic and Glory CEO Anthony Radich at the A-League Head Coach announcement. (Photo by Paul Kane/Getty Images)

R.S.

Are you happy with the new signings and confident the squad can vastly improve from last year?

S.L.

I’ve picked players who will entertain and Abdul Faisal is a winger who takes players on but needs more coaching to know when to use his weapons.

Adam Bugarija as previously mentioned is a great talent, Taras Gomulka doesn’t know how good he is and Zach Lisolajski – who we call Alexander the Great – didn’t get a chance with Western United.

For Nathanael Blair, the sky is the limit and Lochie Barr from Adelaide is a great addition in defence.

Remember we also have Brandon O’Neill, David Williams and Adam Taggart who scored all those goals last year.

Fortunately, we have the luxury of virtually having two players in every position.

R.S.

How much have you tried to reconnect the former Perth Glory players with the club?

S.L.

I’ve reached out to Dino Djulbic and Bobby Despotovski and we must talk to people like Scott Miller and Gary Marocchi amongst others.

It’s not going to be a token gesture because we want them involved as much as possible.

Stan Lazaridis in action during Round 19 of the A-League between Perth Glory and Central Coast Mariners at Members Equity Stadium in 2008. (Photo by Paul Kane/Getty Images)

R.S.

What is the general feeling about the Glory brand from the Perth football community?

S.L.

At first, there was a reaction to the signing of young players as there were question marks whether they could do the job.

We were asked; why weren’t we signing major names but after three or four matches the response has been unbelievable.

The talk around town is the style of play we’re playing and some older supporters are thanking me for it.

Even when you play from home you can still play attractive football.

However, we have the basics in place with our structure at the back.

Also, the pattern of play involving shape and pressing is a work in progress but it takes three to six months to perfect this.

R.S.

How do you rate the standard of the A-League?

S.L.

Overall, every team has three or four outstanding players and I want to see young players from every club given a chance and a pathway leading to a super Socceroos team.

We have some great local coaches in Zdrilic, Sterjovski, Corica and Stanton who all have their own style of play which bodes well for the League.

However, financial considerations are centre stage, especially in light of the reduction in funding to the clubs from the APL.

Stan Lazaridis in Perth Glory’s boot room.

R.S.

How is your Academy progressing?

S.L.

We’re reshaping it because it needs work and it’s a work in progress.

However, it’s part of the overall revival of the club which will take time, remembering I’ve only been in the job since March.

R.S.

Can the glory days of the club be relived?

S.L.

I think they can if we reconnect with the fans and business community, while showcasing a good brand of football and achieving favourable results.

We have a great Board and competent staff and I’ve witnessed nothing but strong unity since I started the job.

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