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Rebranding the US Virgin Islands for Fashionable Soccer
Written by: Gabe
This year, the United States Virgin Islands men’s national soccer team achieved a momentous goal: advancement to the group stage of FIFA World Cup qualifying. Now is the perfect time (according to me) to invest in a new branding strategy for the team. See the complete proposal (PDF).
Nevermind that The Dashing Eagle (as the team is nicknamed) is getting routinely decimated in qualifying (they have a -30 goal differential in four games)—a sports identity hardly requires on-field success to be effective (see: New York Cosmos). This proposed USVI Soccer positioning is fueled by two sister industries: fashion and tourism. Specifically, the aim is to channel Islander culture into a sexy, contemporary sports-fashion brand that will attract tourism dollars (many millions annually in the USVI) that would otherwise be blown on palm tree tank tops and souvenir shot glasses.
The beauty is that it’s all for a real-life, up-and-coming soccer organization. The apparel revenue will feed player development, improve infrastructure, and increase local awareness, starting a cycle of growth for the USVI Federation.
Sound good? Email USVI Soccer President Hillaren Frederick a link to this page and let him know.