North Wake News

The North Carolina Courage has launched a new campaign titled "The Place to BE," aiming to strengthen its connection with the local community and soccer fans. The initiative seeks to establish First Horizon Stadium at WakeMed Soccer Park as a welcoming home for supporters, encouraging them to embrace their true selves while cheering for the team.

Ralph Vuono, Chief Operating Officer of the Courage, emphasized the importance of authenticity in building a strong brand identity. “To build an influential brand, we must lead with conviction — clearly defining who we are and communicating it with consistency and confidence," he stated.

The campaign was developed in collaboration with marketing agencies Name & Number and Exactly. It is based on extensive research involving fan interviews and discussions with club leadership. The aim was to create a theme that reflects the diverse identity of Courage Country, encompassing both on-field success and community spirit.

Francie Gottsegen, President of the Courage, highlighted that "We have multitudes... It is the place for fans to be unapologetically loud, the place to be proud of our players, to be fierce, bold, and powerful."

The campaign features a visual overhaul combining motion and emotion. Svetlana Legetic from Exactly explained this approach: “You see them as human beings; you invest in them as human beings.”

Kyle Sheldon from Name & Number expressed enthusiasm about how people will respond to these unique visuals within sports: “I’m really excited to see how people respond... They will stand out.”

Vuono noted that women’s sports are gaining momentum and it's crucial for the Courage not only to keep pace but also lead: “If we’re not proactive... We needed to define what our brand stands for.”

Legetic pointed out that previous marketing strategies often relied on general concepts rather than specific team identities. The current project aims for something unique that resonates deeply with both team members and fans.

Name & Number along with Exactly were chosen due their expertise in soccer marketing. Their collaboration dates back 16 years but reached new heights through this project.

Sheldon hopes this campaign can become a rallying point connecting Triangle area residents: “There’s still a lot of opportunity in market…a connection point.”

First Horizon Stadium is portrayed as an ideal venue blending intimidation with intimacy while reinforcing local ties—"This club is North Carolina."