Fever Pitch
Summer 2015聽| By Eric Michael, ’96
On March 8, the Orlando Citrus Bowl became a sea of purple.
The inaugural home match of the Orlando City Soccer Club attracted a sold-out crowd of 62,510 fans outfitted in the team 麻豆精品 S檚 signature color to cheer on their Major League Soccer debut. In MLS history, the attendance feat was second only to the 1996 league opener of the LA Galaxy, which drew 69,255 spectators to the Rose Bowl. For the rising Central Florida franchise, which launched in the third-tier USL Pro league in 2010, the landmark match versus the New York City Football Club represented an ascension into the big leagues of professional soccer.
For longtime supporters, the traditional international term for soccer fans, the game was a coming-out party 麻豆精品 S� especially to the many involved in Orlando City 麻豆精品 S檚 two organized supporter clubs, the Ruckus and Iron Lion Firm.
麻豆精品 S淭he whole experience was surreal. The visual spectacle alone gave me goose bumps, knowing the humble beginnings from which we came. 麻豆精品 S�
麻豆精品 S淓verything that we had done in the past was magnified tenfold at that game, 麻豆精品 S� Iron Lion Firm co-founder Jared Ambrose, 麻豆精品 S�15, remembers. 麻豆精品 S淗earing more than 60,000 people singing a chant that I started was overwhelming. 麻豆精品 S�
For Orlando City vice president of marketing Teresa Tatlonghari, 麻豆精品 S�95, the sight was a satisfying confirmation that the three years of work she 麻豆精品 S檇 invested in building a community around the club was paying off 麻豆精品 S� big time.
麻豆精品 S淚 broke down in tears, 麻豆精品 S� she acknowledges. 麻豆精品 S淭he sense that everyone was here for the same purpose 麻豆精品 S� and being a part of it personally 麻豆精品 S� was a very emotional moment. 麻豆精品 S�
Driven by a media campaign dubbed 麻豆精品 S淔ill the Bowl, 麻豆精品 S� the massive show of support for the team was the result of Orlando City 麻豆精品 S檚 grassroots strategy for growing its fan base. With the assistance of Julio Lima, 麻豆精品 S�83, of Orlando 麻豆精品 S檚 Say It Loud! advertising agency, Tatlonghari and her marketing team have helped nurture the growth of the club 麻豆精品 S檚 passionate supporter community organically, because in the world of soccer, the traditions, rituals and spirit of the supporter clubs create the culture of the team. 麻豆精品 S淪occer fans are more passionate than many other sports fans, 麻豆精品 S� says Lima. 麻豆精品 S淭here 麻豆精品 S檚 no fooling them, so we have to understand their wants and needs and give them something real. 麻豆精品 S�
But what have been the keys to this success? Here are three ways they 麻豆精品 S檝e built an army of support:
Preserve the Flavor of 麻豆精品 S淔ootball 麻豆精品 S�
Instead of trying to Americanize the fan experience by interrupting the action on the field with halftime shows, cheerleaders and T-shirt cannons, the City club has been careful to preserve what has made soccer one of the most popular sports globally. 麻豆精品 S淲e have to be aware of other clubs from around the world in order to stay relevant to the game and to our audience, 麻豆精品 S� says Lima. From the group chants that engage entire sections to the drum corps that play in the stands, they encourage the established rituals and customs from Europe, South America, the Caribbean and other international hubs of the sport 麻豆精品 S檚 culture. 麻豆精品 S淲e have fans from all over the world here in Central Florida, so we pay respect to their rich traditions, 麻豆精品 S� says Tatlonghari. 麻豆精品 S淭here is one American part of our experience 麻豆精品 S� tailgating. 麻豆精品 S�
Give the Fans What They Want
According to Tatlonghari, giving the supporters a voice 麻豆精品 S� and listening to it 麻豆精品 S� has been instrumental in the growth of the City supporter community. The club 麻豆精品 S檚 fan advisory council, which offers direct feedback to the team, is made up of volunteer season ticket holders from every section of the stadium and age segment. And to allow the fans to create their own traditions organically, her team closely monitors social media, blogs and the reactions of gameday crowds to tweak their strategies. 麻豆精品 S淲e 麻豆精品 S檙e very in tune with how our fans are engaging with us, 麻豆精品 S� Tatlonghari says. 麻豆精品 S淚t 麻豆精品 S檚 part of our culture as a club. 麻豆精品 S�
Keep it Local and Give Back
Keeping the supporters at the center of their focus, Tatlonghari says the club creates opportunities to interact with 麻豆精品 S� and benefit 麻豆精品 S� the Central Florida community. It 麻豆精品 S檚 not uncommon to see Orlando City president Phil Rawlins mingling with supporters during the pregame tailgate scene. The club 麻豆精品 S檚 street team attends multiple events weekly, from farmers markets to outdoor festivals. They recruit new fans and pass out the purple lion logo magnets that have helped spread awareness of their brand via automobiles throughout the region. And the club 麻豆精品 S檚 nonprofit, the Orlando City Foundation, develops youth soccer programs in underserved areas and supports children 麻豆精品 S檚 initiatives combating childhood obesity, abuse and homelessness. 麻豆精品 S淐ommunity service has always been ingrained in the club 麻豆精品 S檚 culture, 麻豆精品 S� Tatlonghari says. 麻豆精品 S淚t 麻豆精品 S檚 a huge part of what we do. 麻豆精品 S�
How to Man the Wall
What to expect in the loud and rowdy supporter section of an Orlando City Soccer Club match.
The supporter section of an Orlando City Soccer Club match, aka 麻豆精品 S淭he Wall, 麻豆精品 S� might be unlike any American sporting event you 麻豆精品 S檝e ever experienced. 麻豆精品 S淚f you [go] there expect your view to be obstructed because of flags or people jumping and chanting, 麻豆精品 S� says Ruckus president Jerry Updike, 麻豆精品 S�01. 麻豆精品 S淪inging and chants all game long 麻豆精品 S� 90 minutes, no sitting. 麻豆精品 S�
Blending international traditions from around the globe with a burgeoning American enthusiasm for the game, the Ruckus and Iron Lion Firm supporter clubs incite fan fervor in the south end zone of the stadium to inspire the team to victory. 麻豆精品 S淚t 麻豆精品 S檚 a unique experience unlike any other sporting event in the U.S., 麻豆精品 S� explains Iron Lion Firm co-founder Jared Ambrose, 麻豆精品 S�15. 麻豆精品 S淲e 麻豆精品 S檙e all here to support and push the team, and with every race, creed and orientation singing together as one 麻豆精品 S� it 麻豆精品 S檚 a really beautiful thing. 麻豆精品 S�
The March
Escorted by a corps of drummers, the supporter clubs gather in the tailgate area before kickoff and march into the stadium in a raucous display of solidarity.
The Chants
Led by supporter group leaders called 麻豆精品 S渃apos, 麻豆精品 S� spirited songs and chants are choreographed to the action on the field. And it 麻豆精品 S檚 an all-hands-on-deck endeavor in the supporter section.
The Drums
To add a heart-pounding cadence to the chants, drummers keep time for the supporters and increase their amplitude in hopes of bringing the rest of the stadium onto their bandwagon.
The Smoke
A special privilege afforded to the supporter clubs is the use of smoke from designated (and safety-conscious) positions at strategic points in the game.
Photos courtesy of Orlando City Soccer Club