What makes AFC Mobile so successful?
Arguably the best story in American soccer this season has been AFC Mobile.
The Gulf Coast Premier League (GCPL) club has played through their inaugural home schedule, breaking the league attendance record almost every week.
The very first game AFC Mobile was played in front of a crowd of over 800. All other GCPL clubs are lucky to get 200 to a game. That wasn't a fluke. As the season went on, attendance got better. AFC Mobile's second game drew a crowd of 924. The club finished the inaugural year with an average attendance of 907. Their last home game of the season drew a crowd of 1,040. Four digits was unheard of for this level of soccer.
This begs the question: What is AFC Mobile doing right?
AFC Mobile sits at the bottom of the table with only three points in nine games (the team has yet to win a game in its history), so a good team can't be what's selling tickets.
I obviously have no affiliation with the club, but i've noticed several things about how the club is run that very few non-league teams do. And it's paying large dividends for AFC Mobile.
1. Keeping website and social media up to date
Many amateur teams and even leagues have websites and social media pages, but they're not used besides a few posts months or even years ago (including the GCPL Instagram). AFC Mobile is different. Their website, twitter, and Instagram are all active and are always being updated. The club also live streams their game on their YouTube page. Social media and the internet is the fuel behind almost all support for lower division and non-league teams. Clubs who use that to their advantage will see, and are seeing results.
2. Professional graphics and design
This largely goes in hand with good website/social media but I think professional looking graphics is huge for small clubs. I'm sure we've all come across amateur teams with god awful websites, but that's not the case with AFC Mobile. They've created a website with an eye-appealing and easy to use interface that won't drive away new potential fans. It's complete with club and league news including press releases, standings, roster, and an online store. In addition, pure graphic design has helped AFC Mobile in marketing. The #BustTheLip campaign has ensured that the lip is indeed busted (the team plays at Archbishop LIPscomb Athletic Complex). Below are just a few examples.
3. Connected with the city and community in a way that very few clubs at any level have been able to do
The club's title sponsor is a local brewery. Home games are often dedicated to the city, such as the recent "Thanks Mobile" night where police officers, firefighters, and EMTs can attend free of charge. They've also held military appreciation night (where veterans and active personnel were free), teacher appreciation night (where school employees were free), Mobile Revelers night (where the club welcomed back and paid homage to the city's former soccer team. They also recreated a Revelers poster to represent AFC Mobile). The club has partnered with Buffalo Wild Wings to help raise money for the Ronald McDonald house in Mobile. Other connections with the community include local high school JROTCs presenting the colors pregame, and the mayor of Mobile flipping the coin prior to their final home match of the season.
4. More than reasonable ticket prices
Why go to MLS games hours away when you can support your local team for less than 1/6th of the price on tickets? AFC Mobile season tickets were only $20 and single game tickets were $5 (kids 12 and under get in free). The management of AFC Mobile realize the goal of non-league soccer isn't to turn a profit. Instead, Mobile has created a unique soccer culture in a league the vast majority of American soccer fans have never heard of. AFC Mobile makes it affordable to attend soccer matches. Many amateur teams wonder why their attendance numbers are so low while charging $10-15/game.
Clubs at all levels could learn a thing or two from AFC Mobile. Their success is not an accident.
The Gulf Coast Premier League (GCPL) club has played through their inaugural home schedule, breaking the league attendance record almost every week.
The very first game AFC Mobile was played in front of a crowd of over 800. All other GCPL clubs are lucky to get 200 to a game. That wasn't a fluke. As the season went on, attendance got better. AFC Mobile's second game drew a crowd of 924. The club finished the inaugural year with an average attendance of 907. Their last home game of the season drew a crowd of 1,040. Four digits was unheard of for this level of soccer.
This begs the question: What is AFC Mobile doing right?
AFC Mobile sits at the bottom of the table with only three points in nine games (the team has yet to win a game in its history), so a good team can't be what's selling tickets.
I obviously have no affiliation with the club, but i've noticed several things about how the club is run that very few non-league teams do. And it's paying large dividends for AFC Mobile.
1. Keeping website and social media up to date
Many amateur teams and even leagues have websites and social media pages, but they're not used besides a few posts months or even years ago (including the GCPL Instagram). AFC Mobile is different. Their website, twitter, and Instagram are all active and are always being updated. The club also live streams their game on their YouTube page. Social media and the internet is the fuel behind almost all support for lower division and non-league teams. Clubs who use that to their advantage will see, and are seeing results.
2. Professional graphics and design
This largely goes in hand with good website/social media but I think professional looking graphics is huge for small clubs. I'm sure we've all come across amateur teams with god awful websites, but that's not the case with AFC Mobile. They've created a website with an eye-appealing and easy to use interface that won't drive away new potential fans. It's complete with club and league news including press releases, standings, roster, and an online store. In addition, pure graphic design has helped AFC Mobile in marketing. The #BustTheLip campaign has ensured that the lip is indeed busted (the team plays at Archbishop LIPscomb Athletic Complex). Below are just a few examples.
The club's title sponsor is a local brewery. Home games are often dedicated to the city, such as the recent "Thanks Mobile" night where police officers, firefighters, and EMTs can attend free of charge. They've also held military appreciation night (where veterans and active personnel were free), teacher appreciation night (where school employees were free), Mobile Revelers night (where the club welcomed back and paid homage to the city's former soccer team. They also recreated a Revelers poster to represent AFC Mobile). The club has partnered with Buffalo Wild Wings to help raise money for the Ronald McDonald house in Mobile. Other connections with the community include local high school JROTCs presenting the colors pregame, and the mayor of Mobile flipping the coin prior to their final home match of the season.
4. More than reasonable ticket prices
Why go to MLS games hours away when you can support your local team for less than 1/6th of the price on tickets? AFC Mobile season tickets were only $20 and single game tickets were $5 (kids 12 and under get in free). The management of AFC Mobile realize the goal of non-league soccer isn't to turn a profit. Instead, Mobile has created a unique soccer culture in a league the vast majority of American soccer fans have never heard of. AFC Mobile makes it affordable to attend soccer matches. Many amateur teams wonder why their attendance numbers are so low while charging $10-15/game.
Clubs at all levels could learn a thing or two from AFC Mobile. Their success is not an accident.
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