West Wake News

The North Carolina Courage has introduced a new campaign titled "The Place to BE," emphasizing the community's role in making First Horizon Stadium at WakeMed Soccer Park a central hub. The campaign aims to encapsulate the club's ethos both on and off the field.

Courage Chief Operating Officer Ralph Vuono highlighted the importance of brand leadership, stating, "To build an influential brand, we must lead with conviction — clearly defining who we are and communicating it with consistency and confidence."

The development of this campaign involved collaboration with marketing agencies Name & Number and Exactly. Their research revealed that no single term could fully capture the identity of Courage Country. Instead, "The Place to BE" represents various aspects of the club’s culture, including its league-record seven NWSL trophies and connection with fans.

Courage President Francie Gottsegen expressed that the campaign is more than just about watching soccer matches: “We have multitudes. Our community and fans view us through that lens... From a community perspective, it’s the place to belong.”

The visual aspect of the campaign seeks to combine motion and emotion. Exactly Founder Svetlana Legetic explained their approach: “We have tried to expand that story... You see them as human beings, you invest in them as human beings.”

Name & Number Founder Kyle Sheldon is eager for public reaction: “I’m really excited to see how people respond to the visuals. They are unique within sports and the women’s game.”

Vuono emphasized the significance of timing for this launch amid growing interest in women's sports: “The momentum behind women’s sports is a once-in-a-lifetime opportunity... We needed to define what our brand stands for.”

Legetic noted that previous women's sports marketing often relied on general concepts rather than specific team identities: “Creating something unique and specific to the Courage identity was at the forefront of the agencies’ mission.”

Both Name & Number and Exactly were chosen for their expertise in soccer marketing. This project marks a significant collaboration between Legetic and Sheldon, who previously worked together during David Beckham’s first U.S. game.

Sheldon views "The Place to BE" as a chance for growth: “But there’s still a lot of opportunity in the market and I’m hopeful that this campaign can serve as a connection point.”

First Horizon Stadium at WakeMed Soccer Park provides an ideal setting for this initiative, balancing intimidation with intimacy.